The Different Types of Logo

Introduction

In this assignment — which is mainly pictures and not words — we’ll take a look at the main different categories of logomark.

Lettermarks (also known as monograms)

Lettermarks are logos formed of the initial or initials of a name or brand name. Pictured below are the logos for IBM, the BBC, GAP, and Chanel (which uses “CC” for Coco Chanel).

IBM

BBC

GAP

Chanel

Wordmarks (also known as logotypes)

Wordmarks are another typographic form of logo, but feature the whole brand name, or, in the case of FedEx, for example, a contraction of it. Here are some more examples:

FedEx

Coca-Cola

The New York Times

Google

Pictorial logomarks

Pictorial logos feature a graphic that is a recognisable picture of something. In the case of Target, Shell, and Apple, the picture happens to represent the name itself. However, it doesn’t have to. For example, the World Wildlife Fund’s logo is a picture of a panda bear.

Target

Shell

Apple

WWF

Abstract logomarks

Unlike pictorial logos, abstract logos tend to represent an abstract idea. For example, Nike’s “swoosh” was commissioned to represent the idea of power.

Abstract logos may also be purely abstract, intended to support recognition rather than association with a thing or an idea.

Nike

British Rail

Pepsi

Fenchurch

Mascots

Mascots are logos featuring a character that represents the brand. The mascot might be used in wider marketing, illustration, or animation, though it doesn’t have to be.

Pringles (Julio Pringles)

KFC (Colonel Sanders)

Michelin (Michelin Man)

Planters (Mr Peanut)

Emblems and crests

For many people, emblems and crests are what come to mind as the quintessential “logo”. They typically feature graphics and/or text elements within a container, which may be crest-shaped, but can take any form.

Starbucks

Ferrari

WB

GE

Combination marks

A combination mark features both a typographic element (a lettermark or wordmark) and a graphical element (like a mascot, or a pictorial or abstract logomark).

Here are some examples:

BASF

Lacoste

Burger King

Rolex

In conclusion...

When you’re beginning a new logo design project, it can be helpful to think about these different types of logo, and whether they might be suitable for what you’re working on.

Beginning with these different options also helps ensure that your idea generation isn’t too narrow.

In the next assignment, let’s cover a few logo design myths — and then get into the logo design process itself!

Assignment version 1.0
Last updated 7 June 2021