Main types of logos: How to choose the right one for your brand

Your logo is more than just a design — it’s the face of your brand. It tells people who you are, what you do, and what you stand for, often in just a single glance. A well-designed logo builds trust, communicates professionalism, and helps you stand out in a crowded market.

But not all logos are created equal. There are several types of logos, each with its own strengths and best-use cases. Understanding these categories is key to making the right choice for your business.

Let’s break them down.

Wordmark Logos

Definition: A wordmark logo consists of the brand name styled in a unique, visually distinctive way using typography alone — no symbols or icons.

Famous examples: Google, Coca-Cola, eBay

Why it works: Wordmarks are clear and direct. They put the focus squarely on your business name, which can be a big advantage when you’re building brand awareness.

Ideal for:

• Businesses with short, unique names
• Brands that want to communicate clarity and professionalism
• Startups looking to reinforce their name in people’s minds

Design tips:

• Choose a typeface that reflects your brand personality (e.g., playful, high-end, tech-savvy)
• Consider minor customizations like letter spacing or character tweaks to make it stand out
• Keep legibility top of mind, especially at small sizes

Lettermark Logos

Definition: A lettermark, or monogram logo, is built from the initials of a company name. It’s a streamlined, shorthand version of your brand identity.

Famous examples: IBM, HBO, CNN, NASA

Why it works: Lettermarks simplify long or complex names into something more digestible and memorable. They're also often easier to use in tight spaces (like app icons or favicons).

Ideal for:

• Brands with long or hard-to-pronounce names
• Businesses aiming for a clean, minimal aesthetic
• Established companies that want a sleeker, more modern identity

Design tips:

• Pick or create a strong, legible typeface — even the most minimal design needs to be distinctive
• Balance spacing and weight to keep things cohesive
• Don’t be afraid to integrate subtle symbolism or negative space into the initials

Brandmark (Icon or Symbol) Logos

Definition: Brandmarks use a graphic icon or symbol only — no words, initials, or letters.

Famous examples: Apple, Twitter, Target

Why it works: A well-designed icon can become a powerful, universally recognized symbol. Think of how Apple’s logo appears without any need for explanation.

Ideal for:

• Global brands or digital-first businesses
• Companies with high visual recognition
• Apps, tech platforms, or lifestyle brands aiming for simplicity

Design tips:

• Keep it simple: clean shapes and limited detail
• Make sure your icon scales well (from billboard to mobile screen)
• Use color, symmetry, or negative space to enhance recognition

Combination Mark Logos

Definition: A combination mark blends a wordmark or lettermark with a symbol or icon. The elements can be stacked, side-by-side, or integrated.

Famous examples: Adidas, Dropbox, Burger King, Mastercard

Why it works: This type of logo offers flexibility. You get the clarity of text and the visual memorability of an icon — perfect for new brands still building awareness.

Ideal for:

• Small-to-medium businesses looking for strong identity and flexibility
• Brands that want to grow into symbol-only recognition later
• Anyone who needs their logo to work across a variety of platforms and contexts

Design tips:

• Design each element (text and symbol) to work independently as well as together
• Test vertical and horizontal lockups for different use cases
• Consider brand consistency: the typeface and symbol style should feel unified

Emblem Logos

Definition: Emblems incorporate text inside a symbol, badge, or crest. They often have a more traditional or official look.

Famous examples: Starbucks, Harley-Davidson, NFL

Why it works: Emblems communicate authority, legacy, and trust. They’re commonly used in education, government, and industries where tradition is valued.

Ideal for:

• Educational institutions or government organizations
• Artisan brands, breweries, or coffee shops
• Businesses that want to feel established or premium

Design tips:

• Avoid overly intricate details — they can become unreadable when scaled down
• Emphasize symmetry and balance for a polished look
• Use vintage or serif typography to enhance heritage appeal

Abstract Logos

Definition: Abstract logos use shapes, forms, or patterns that don’t directly represent a recognizable object. They aim to express a feeling or concept rather than something literal.

Famous examples: Nike, Pepsi, Airbnb, Spotify

Why it works: Abstract marks are unique and versatile. Because they don’t reference a specific image, they can be interpreted in different ways — and adapted to many uses.

Ideal for:

• Brands looking to stand out with a custom shape or form
• Companies in tech, design, or innovation industries
• Brands expanding into multiple product categories or global markets

Design tips:

• Focus on movement, geometry, and harmony — it’s all about visual balance
• Pair with a wordmark in early stages until the symbol is recognized
• Make it mean something: the most successful abstract marks have a story behind the shape

Mascot Logos

Definition: Mascot logos are illustrated characters that represent the brand — a literal face of the company.

Famous examples: KFC’s Colonel Sanders, Mr. Peanut, the Michelin Man

Why it works: Mascots are personable, fun, and memorable. They’re great for humanizing a brand and creating emotional connections with customers.

Ideal for:

• Family-focused or kid-friendly businesses
• Food and beverage brands
• Entertainment or sports teams

Design tips:

• Think about versatility — your mascot should work in full detail and as a simplified version
• Ensure the character reflects your tone of voice and values
• Use expressive features and body language to bring personality to life

How to Choose the Right Logo for Your Brand

Here are a few questions to help guide your decision:

• What’s your brand name? If it’s long, consider a lettermark. If it’s short and unique, a wordmark might work perfectly.
• Do you want to emphasize your name or symbol? New brands often benefit from a combination mark for clarity and recognition.
• Where will your logo appear most often? Think about scalability for social media, packaging, signage, etc.
• What emotions or values do you want to convey? Emblems convey trust. Abstract marks suggest innovation. Mascots feel friendly and fun.

Still unsure? That’s what designers are for.

Tips for Working With a Logo Designer

Here are a few questions to help guide your decision:

• Share your brand values, target audience, and competitor landscape
• Provide examples of logos you like (and dislike)
• Be open to different directions — the best solution may surprise you
• Ask for a logo package that includes multiple variations: full logo, icon only, monochrome, etc.

Final Thoughts

Your logo is a key building block in your brand identity. It needs to be memorable, meaningful, and functional across every touchpoint. Whether you go for a sleek wordmark or a bold mascot, the right logo will help you connect with your audience and tell your story.

At Brandbusters, we help businesses craft visual identities that stand the test of time. Whether you're launching a new brand or refreshing an old one, our team can guide you through every step of the process — from strategy to sketches to final delivery.