man writing on paper in front of DSLR

The Different Styles of Logos


There’s more to a logo than meets the eye. In this comprehensive guide, we will delve deep into different styles of logos, their applications, their advantages, and how they can align with your brand identity.

Understanding the Importance of a Logo

A logo is a cornerstone of your brand identity. It makes your business instantly recognizable to your audience and plays a crucial role in shaping perceptions about your brand. A logo isn’t just a pretty picture; it tells a story about your brand’s culture, behavior, and values.

Types of Logos

When it comes to logo styles, there are several to choose from. Let’s dive into the six most popular types.

Emblem Logos

a close up of a bmw emblem on a car-moolavio

Emblem logos, or seals, are a classic form of logo. They often involve text integrated within a symbol or an icon, like Starbucks or Harley-Davidson. These logos convey a sense of authority and tradition, perfect for educational institutions, government agencies, and luxury brands.

Brands that opt for emblem logos often want to project an image of tradition, longevity, and prestige. These logos suggest a history and heritage, whether real or crafted as part of the brand’s narrative. You’ll often find emblem logos in industries like education, government, and luxury goods because these fields value tradition and established reputations.

Examples of emblem logos are abundant. Starbucks’ logo, featuring a twin-tailed mermaid or siren within a circle, is a well-known emblem logo. It portrays a sense of class and an attachment to history and myth. Another example is Harley-Davidson. Their famous logo with the brand name enclosed in a shield is a symbol of strength and rebellion, capturing the brand’s spirit perfectly.

However, emblem logos come with their set of challenges. Their intricate designs can often be less versatile when it comes to scaling. A detailed emblem might lose its clarity when shrunk for smaller applications like business cards or social media avatars. Consequently, the emblem logo design must be executed skillfully to maintain its legibility and impact across all possible sizes.

Another factor to consider is that emblem logos often rely on the strength of the brand narrative, tradition, or heritage. Therefore, they might be less suitable for very innovative or disruptive companies that want to break with tradition rather than uphold it.

In summary, while emblem logos can convey a powerful message of tradition, authority, and prestige, they require careful design consideration to ensure they function well across different sizes and align with the brand’s intended message.


Google sign

Wordmark logos consist solely of text, typically the business’s name. Examples include Google, Coca-Cola, and Visa. This style depends heavily on typography and is an excellent choice for new businesses looking to make their name memorable.

Wordmark logos are an excellent choice for new businesses looking to establish and spread their name. By focusing on the business name in a visually appealing way, wordmark logos help build brand recognition and memorability. They often rely on typography’s power to express the brand’s personality – whether that’s bold and quirky, sleek and professional, or casual and friendly.

Famous examples of wordmark logos include Google and Coca-Cola. Google’s simple, sans-serif typography and playful color scheme convey its approachability and user-friendly nature. Meanwhile, Coca-Cola’s logo, with its classic, flowing script, is instantly recognizable and has become synonymous with the beverage industry.

Designing a wordmark logo may seem simple due to its text-based nature, but it requires a deep understanding of typography and design principles. The choice of font, color, size, letter spacing (kerning), and other typographical elements can significantly influence the logo’s overall impact and the brand message it conveys.

While these logos have the advantage of simplicity and ease of use across various mediums, they also pose a challenge: they require a business name that is short, memorable, and distinctive enough to carry the brand. They may not be the ideal choice for businesses with longer names or names that may be hard for audiences to pronounce or remember.

In conclusion, wordmark logos, with their focus on typography, are perfect for creating a strong and memorable brand presence, especially for brands with distinctive names. However, they require a careful consideration of typography and design principles to successfully convey the intended brand message.

Lettermarks (Monogram Logos)

brown wooden door with glass panel

Lettermark logos are all about simplicity. They use the initials of a business’s name to form a unique symbol, like IBM, HBO, or HP. This style is ideal for companies with long names or brands that are well-established enough to be recognized by their initials.

One of the primary advantages of a lettermark logo is its simplicity. These logos are typically easier to reproduce across various mediums due to their less complex designs. Moreover, they often help to create a sense of professionalism and minimalistic sophistication, making them popular choices in industries like finance, tech, and fashion.

Examples of iconic lettermark logos include IBM (International Business Machines), HBO (Home Box Office), and CNN (Cable News Network). Each of these companies uses a simple, bold typeface that makes their logos immediately recognizable and easy to remember.

Creating a successful lettermark logo requires careful consideration of typography and design principles. The chosen font should reflect your brand’s personality — modern or traditional, playful or serious. Additionally, you must ensure the letters’ arrangement is visually appealing and easily recognizable.

On the downside, because lettermark logos rely on initials, they can be less straightforward than wordmark or pictorial logos. They often require more effort in terms of branding to associate the initials with the company name. As a result, they are typically best suited for brands that have high levels of existing name recognition or are willing to invest in advertising to build strong associations between the initials and the brand.

In summary, lettermark logos offer a concise, sleek alternative to longer business names and can create a sense of professionalism and sophistication. However, they require a well-planned branding strategy to associate the logo with the company’s full name and ensure easy recognition.

Pictorial (Symbol) Logos

Apple logo

Pictorial logos, or logo symbols, are iconographic images that are easily recognizable and represent the brand’s name or function, such as Twitter’s bird or Apple’s apple. These are best for established brands that want an image tied to their brand.

A significant advantage of pictorial logos is that they use imagery, a universal language, to convey a brand’s message. This can be highly beneficial for businesses that operate globally and need a logo that transcends language barriers. A well-designed pictorial logo is not only memorable but can also evoke emotions and associations linked to the image used.

Some of the most famous pictorial logos include Twitter’s bird and Apple’s bitten apple. Twitter’s bird, named Larry, is a simple, yet effective representation of the brand’s main function – to spread information rapidly, much like the chirping of birds. Apple’s logo, on the other hand, is a visual pun, representing both a physical apple and the “byte/bite” of digital information.

Creating a pictorial logo requires a keen understanding of your brand’s core values, mission, and vision. The symbol chosen must resonate with these aspects while also being distinctive enough to differentiate your brand from others.

However, pictorial logos come with their challenges. They can be more difficult for new businesses to establish, as the image may not immediately convey what the business does unless it becomes widely recognized. This recognition typically requires considerable marketing efforts and time.

Additionally, businesses must be aware of cultural differences when choosing an image, as a symbol that is positive in one culture may have negative connotations in another.

In conclusion, pictorial logos, with their powerful visual impact and universal appeal, can significantly enhance a brand’s recognition. However, they require a deep understanding of your brand’s identity and audience, coupled with a well-planned branding strategy to ensure their effectiveness.

Abstract Logos

a white and red object on a blue background

Abstract logos use geometric forms to represent a business. They are unique, like Pepsi’s circle or Adidas’s stripes, and require more marketing to associate the abstract image with the brand name.

One of the primary advantages of an abstract logo is its potential for uniqueness. Because they aren’t tied to a specific, recognizable image, abstract logos can be designed to be entirely unique to your business. This can provide a strong differentiation point in crowded markets and help your brand to stand out.

Some of the most well-known abstract logos include Pepsi’s circle and Adidas’s three stripes. Pepsi’s circle, with its blue, red, and white color scheme, is a modern and bold representation of the brand. Adidas’s three stripes, on the other hand, have become so recognizable that the brand can often use the stripes alone without the company name.

Creating an abstract logo requires a deep understanding of your brand and a clear vision of what you want to convey. The abstract form chosen needs to reflect your brand’s personality and values while being simple enough to be easily recognized and remembered.

The challenge with abstract logos lies in their very nature: they are abstract. They often require significant marketing and branding efforts to educate your audience about what the logo represents and to establish recognition. In addition, it can be more challenging to convey a specific meaning or emotion with an abstract form compared to a recognizable image.

Overall, abstract logos can provide a unique and modern face for your brand, helping you to stand out in crowded markets. However, they require a significant branding effort to establish recognition and a well-thought-out design to convey your brand’s message effectively.

Combination Logos

Adidas logo

Combination logos, as the name suggests, combine a wordmark and a symbol or icon. This style can effectively convey what a company does, along with its name. Examples include Adidas, Dunkin’ Donuts, and Lacoste.

One of the key advantages of combination logos is their versatility. They can be used together or separately, depending on the context. This can be particularly useful for branding, as it allows the logo to adapt to different formats and mediums.

Well-known examples of combination logos include Lacoste, which combines a wordmark with a pictorial symbol of a crocodile, and Starbucks, which encloses its wordmark within an emblem featuring a mermaid. These logos successfully blend text and image to create a cohesive brand message.

Designing a successful combination logo requires a balance between the wordmark and the symbol. Both elements should complement each other rather than compete for attention. The style, color, and size of both components need to be harmonized to create a visually appealing and memorable logo.

However, combination logos can be more complex to design than other types due to their dual nature. They also require careful planning to ensure both elements work well individually when used separately.

In addition, these logos might require more effort to reproduce on smaller scales or different mediums due to their complexity. A detailed combination logo might lose its clarity when shrunk for smaller applications, such as business cards or social media avatars.

In summary, combination logos offer the versatility and comprehensive representation of your brand. However, they require careful design and planning to balance the wordmark and symbol effectively and to ensure the logo’s legibility and impact across different sizes and formats.

How to Choose the Right Logo Style

Choosing the right logo style comes down to your business’s brand identity and what you want your logo to communicate about your brand.

How to Choose the Right Logo Style

Ask yourself: What values and ideas do you want your logo to convey? What fits best with your business name and your products or services? And most importantly, what do you think will appeal to your target audience?

Selecting the right logo style is critical for your brand identity. Your logo is often the first interaction a potential customer has with your brand, and it sets the stage for their perception of your business. While there are no hard and fast rules, there are several factors to consider when choosing a logo style.

Understand Your Brand

Before you even start thinking about logo design, take the time to understand your brand thoroughly. What is your brand’s personality? Is it serious and professional, or playful and creative? What values does your brand stand for? What is your mission and vision? These considerations will guide the logo style that best communicates your brand’s essence.

Consider Your Audience

Understanding your target audience is another vital aspect. Your logo should resonate with the people you are trying to reach. For example, a youthful, fun brand targeting millennials might opt for a modern, colorful logo, while a luxury brand targeting affluent consumers might choose a more sophisticated, minimalist design.

Evaluate the Industry Standards

Although it’s crucial to stand out from your competition, considering industry standards and expectations can provide useful guidelines. For instance, tech companies often go for modern and abstract logos, while law firms typically opt for traditional and authoritative logos. But remember, these aren’t strict rules, and successful brands often break norms to differentiate themselves.

Simplicity and Versatility

Regardless of the style you choose, a good logo should be simple enough to be easily recognized and versatile enough to work across various mediums. It should be effective in different sizes, work in both color and black and white, and look good both online and in print.


While it’s important to consider current trends, aim for a logo that can stand the test of time. Your logo is a long-term investment, and changing it frequently can confuse your customers and harm your brand recognition. Look for a style that feels timeless and can evolve with your brand.

Professional Design Help

Lastly, consider seeking professional help for your logo design. Professional designers can translate your brand’s message into a powerful and effective logo. They can guide you through the design process and provide valuable insights based on their expertise and experience.

In conclusion, choosing the right logo style involves a deep understanding of your brand, your audience, and your industry. It requires a delicate balance between simplicity and distinctiveness, modernity, and timelessness. With careful consideration and perhaps professional guidance, you can select a logo style that will successfully embody your brand and resonate with your audience.


Your logo is more than just a mark on your business card. It’s a reflection of your brand identity. By choosing the right logo style, you can tell a visual story about your brand that helps you connect with your target audience on a deeper level.