Company wordmarks, also known as logotypes, are comprised of the company’s name presented in a specific typeface or font. Creating a wordmark or text logo involves choosing between a custom typeface, which requires time and professional design skills, or selecting a logo font that reflects the brand’s vibe. Factors to consider include using all caps, small letters, or a mix and adding special characters or colors.

Ex: Coca-Cola, Subway, Kellogg’s, eBay and West Elm.

Lettermarks, or monogram logos, are typography logos made up of the brand’s initials. Long-name brands commonly use them to create a more memorable abbreviated version. When creating lettermarks, it’s essential to consider the initials’ spacing, width, weight, and style. These logos are popular in industries that commonly use abbreviated names. Gathering feedback on the abbreviation is essential to ensure it is appropriate and memorable.

Ex: HBO, IBM, NASA, CNN, HP and Louis Vuitton.

Letterform logos are one-letter logos that only feature the first letter of the company’s name. They are easily scalable and remain recognizable even in small dimensions, making them suitable for app icons, favicons, and social media profile pictures. These logos are best used by brands that are already relatively well-known and for those with long names. They are also beneficial for large companies as part of rebranding efforts and for brands that embrace minimalism.

Ex: Facebook, McDonald’s, Netflix and Pinterest, Uber and Beats.

Emblems, or badge logos, combine text and symbolic imagery to create ornate designs with a traditional feel. They are popular among universities, sports teams, and coffee brands. A contemporary trend involves a more minimal approach using vector illustrations and clean lines. Emblems can provide space for adding a slogan that reflects your brand’s message, but due to their intricate details, they may be less versatile and not always work well on a smaller scale. Thus, adding a simpler design as an alternate could resolve this issue.

Ex: Starbucks, Stella Artois, Harley-Davidson, NFL and Warner Brothers.

Logo symbols, also known as brand marks or pictorial marks, are graphic icons, symbols, or images that reflect the brand’s identity or activity. They should be timeless, represent the brand’s values or message, and evolve with the brand. These logos are visually appealing, easily recognized, and can help set a firm tone of voice for the brand once it gains recognition.

Ex: Shell, Apple, Twitter, Target, Instagram and Snapchat.

Abstract logos are image-based logos that utilize abstract forms to represent a company’s branding. Unlike pictorial marks depicting real-world objects, abstract logo marks are more symbolic. This type of logo is best for companies with a clear brand identity and core values to convey. It can also be a good choice for global brands and can benefit from usability testing to gauge audience resonance.

Ex: Airbnb, Chanel, Nike, Olympics, Adidas and Pepsi.

Mascot logos are illustrated characters that serve as visual representations or “ambassadors” for a brand, helping customers connect with the brand and creating a fun, playful vibe. They are effective for social media and marketing campaigns, as well as in animation, but may require a simplified version for small dimensions like favicons or business cards due to their level of detail.

Ex: Michelin’s Michelin Man, KFC’s Colonel Sanders, Cap’n Crunch, and Kellogg’s Tony the Tiger.

Combination logos are a popular type of logo that combines images with words. They are versatile and can be used in different contexts, allowing for variations while maintaining a consistent visual language. These logos are great for building brand recognition, especially for lesser-known companies, and can help customers understand the brand’s identity. With time, companies can use just the text or icon while remaining recognizable.

Ex: Taco Bell, Dropbox, CVS, Dove and NBC.

Dynamic logos are versatile and can take many forms, requiring a basic framework as the core motif. For example, Google’s wordmark logo changes to reflect historical figures or celebrations while remaining recognizable. Dynamic logos effectively communicate a brand’s identity, making them suitable for dynamic brands like those in creative industries. However, avoiding constant changes is essential for customers to nurture their positive connections with the brand.

Ex: MTV, Hilary Clinton, Google, Nickelodeon and Virgin.