5 Types of Logos. Which is the Most Suitable for You?

5 Types of Logos. Which is the Most Suitable for You?

Nowadays almost all companies that want to achieve success and win their customers have a logo. A logotype helps them build a brand and become more recognizable amongst other market players. This is a great way to create a strong connection between your company and its target audience. 

Despite the obvious effectiveness of logotypes, you may face problems choosing the right one. Different types of logos are suitable for different business purposes. Moreover, they convey a message through different means. That is the primary reason we have decided to prepare an overview of the 5 logotypes and explain how to use them.

1. Wordmark

As you may have already guessed, wordmark logo design is based on words. Usually, such logos spell out the name of a company or brand to stress it from the first moment. To make such a logotype really outstanding, designers need to create unique fonts. Since other graphic elements are absent, logo styles, colors, and shapes should clearly reflect the brand image.

Pros: Potential customers will have no problem remembering the name of your company. It may become really catchy and popular.

Cons: If your company is new and unknown, wordmark logos may appear to be quite ineffective. Also, they are not really suitable for long brand names.

Logo examples:

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ebay logo
coca cola logo


2. Lettermark

This is one of the most popular types of logos. Similarly to wordmark logos, lettermark logos are heavily based on the name of a company or brand. These are abbreviated initials representing an entity. Some lettermarks have become so popular that the broad audience doesn’t even know the full name of a company. Thus, before creating a lettermark logo, make sure you don’t need to promote the full name of your brand. Also, don’t forget to use your brand colors and select a unique font.

Pros: People like concise logos that are easy to understand and recognize. A lettermark logo is a great way to turn your company name into a renowned brand.

Cons: Abbreviations aren’t suitable for all types of businesses and maybe absolutely ineffective if they look too plain and common. Pay attention to the uniqueness of the selected font.

Logo examples:


hp logo
ibm logo
hm logo



3. Pictorial mark

A pictorial mark or brand image is a simple and easily recognizable image or icon usually based on a real object. Before creating a pictorial mark, it’s necessary to understand the main domain of your company and its basic principles. Think of an object that represents your company best and consider choosing it as a pictorial mark.

Pros: Pictorial marks is the most easily recognizable type of logos. They are small and appealing, which makes them perfect for adding on various branded elements, including ads, business cards, bags, etc.

Cons: It takes time to make your pictorial mark iconic. You will need to develop a full-fledged marketing strategy to promote the brand image and associate it with your services.

Logo examples:

starbucks logo
instagram logo
twitter logo


4. Abstract mark

An abstract mark is very similar to a pictorial mark since both types of logos are based on icons. The key difference is that the meaning of an abstract mark is not usually clear from the first glance or based on real-life objects. Abstract marks represent the ideology and principles or a company.

Pros: Abstract marks are perfect logos for large companies that provide a wide range of services related to the same field. Such logos will help to unite all domains with a single symbol.

Cons: These logos require an especially elaborated approach and planning. Make sure the associations provoked by the chosen symbol are really positive and relevant.

Logo examples:

windows logo
nike logo
adidas logo


5. Combined Logo

The mentioned types of logos are very often combined to create logo variations that may be used for different purposes. For example, a company may supplement an abstract or pictorial logo with a wordmark to associate an icon with the name of a company.

Pros: This is a great way to build a brand image. Combined logos promote both the name and symbol of a company which significantly expands the branding options.

Cons: Combined logos take a lot of space and cannot be added to all branded elements.

Logo examples:

huawei logo
react logo
chanel logo
Now when you know about different types of logos, it’s time to decide what you need. Read our article on how to make a logo to find some logo ideas and start the logo design process. Some steps may require professional help, so don’t hesitate to contact us should you need any assistance.

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