Understanding Logo Types

Logo design is a strange bird. Some logos undergo vigorous $500k processes while others are simply sketched on napkins in seconds. Does it matter? Not really. What matters is that the logo is successful in achieving its goal and purpose. The goal of a logo is to identify and represent the owners intended message.

I am not here to talk about process, color theory, trends or typefaces. The point of this blog is to simply explain the different types of logo designs. This is so basic that it is often overlooked, but it can be a very helpful exercise in creating or picking the right logo design. Before you start sketching monkeys and dinosaurs, make sure the client actually wants a mark. Don’t know what a mark is? Keep reading.

There are 3 basic types or classifications of logo designs:

Symbolic

These are also known as icons, marks or ideograms. They focus on imagery, not text, to identify or represent the owner. This type of logo works well for established companies who are easily recognized. You will often find symbolic logos on things like cars, clothing and various other products. Symbolic logos can also be further broken down into letterform marks and abstract marks.

Logotypes

Logotypes are also known as wordmarks. They are characterized by their unique type treatment. They can stand on their own without the use of a symbol, icon, mark etc. Logotypes use typography, color, size and style to represent the owner or brand.

Combination Mark

A combination mark combines type and a symbol to represent the brand. These can be as simple as adjoining a logotype with a symbolic logo, or they can be fully integrated and fused together (commonly known as an emblem).  These often give the brand a more focused identity since the user is provided with more information therefore less room for interpretation.

So which type of logo is right for you? The good news is that you don’t need to necessarily pick one. Many companies have versions of all 3. The first step is to take a look at your brand, product, company etc. If you are a sports team, you will most likely want a logotype and a mark. A law firm may only need a logotype. Take a look at where the logo will be used. Will it be placed on clothing, billboards or stamped into a bar of chocolate?

The most important thing to keep in mind is the goal of the logo. Is your logo successful in identifying your brand and intended message? Creating a successful professional logo helps users/customers establish a connection, feeling and emotion to your brand. And if you succeed in that, your logo is working.