Types of Logos Explained: Which Logo Style Is Right For Your Business?
Have you ever wondered why some logos instantly feel professional, memorable, and trustworthy while others seem to miss the mark?
The truth is that a great logo isn't just about aesthetics. It's a strategic business tool designed to help your audience recognize, remember, and connect with your brand.
Whether you're launching a new business, planning a rebrand, or simply curious about the different types of logo styles available, understanding the main categories of logos can help you make a more informed decision.
When I work with branding clients, one of the first things we discuss is which logo style will best support their business goals, audience, and long-term vision. While there are many variations, most logos fall into one of seven categories.
Let's explore them.
1. Emblem Logos
Emblems are one of the oldest forms of logo design. Think of seals, crests, badges, universities, government agencies, breweries, or heritage brands.
The text and imagery are often contained within a single shape, creating a traditional and established feel.
Examples: Starbucks, Harley-Davidson
Best for:
Organizations
Tourism companies
Heritage brands
Community groups
Business Tip: Emblems can communicate trust and history, but they don't always scale well for social media profile images or mobile devices.
2. Logotypes (Wordmarks)
A logotype is made entirely from the company name using custom typography.
There are no symbols or icons. The font itself becomes the visual identity.
Examples: Google, Coca-Cola, Disney
Best for:
Businesses with memorable names
Personal brands
Professional services
Business Tip: A well-designed wordmark can grow with your business and often ages more gracefully than trend-based logo designs.
3. Pictorial Marks (Brandmarks)
A pictorial mark uses a recognizable symbol or icon to represent the business.
Over time, customers begin associating the image directly with the company.
Examples: Apple, Twitter, Target
Best for:
Established brands
Product-based businesses
Businesses with strong marketing budgets
Business Tip: New businesses often struggle with brandmarks because customers don't yet know who they are. Recognition takes time.
4. Lettermarks (Monograms)
Lettermarks simplify a business name into initials.
This style works particularly well for businesses with long names or multiple words.
Examples: IBM, HBO, NASA
Best for:
Professional services
Law firms
Consultants
Corporate brands
Business Tip: If nobody knows your business yet, consider pairing a lettermark with your full business name until recognition grows.
5. Abstract Logos
Abstract logos use shapes, forms, and symbols to create a unique visual identity.
Instead of showing something literal, they communicate a feeling, value, or personality.
Examples: Pepsi, Airbnb, Adidas
Best for:
Innovative businesses
Modern brands
Companies wanting something distinctive
Business Tip: Abstract logos can be incredibly memorable when supported by a strong brand strategy and consistent marketing.
6. Mascot Logos
Mascot logos feature an illustrated character that represents the business.
They create a sense of personality and connection and are often playful and approachable.
Examples: KFC, Michelin, Mailchimp
Best for:
Family-focused businesses
Tourism attractions
Community brands
Business Tip: Mascots work best when customer connection and storytelling are central to your marketing strategy.
7. Combination Marks
Combination logos blend text and imagery together.
This might include a wordmark paired with a symbol, icon, mascot, or abstract shape.
Examples: Adidas, Burger King, Lacoste
This is one of my favourite logo styles for small businesses because it offers flexibility and scalability.
Best for:
Startups
Service providers
Wellness businesses
Tourism brands
Growing businesses
Business Tip: A combination logo gives you multiple ways to use your brand. You can use the full logo on your website and marketing materials while using the icon alone on social media or merchandise.
Let's Build a Brand That Works
Choosing the right logo style is an important first step, but building a successful brand requires more than a beautiful design.
If you're wondering whether you need a new logo, a rebrand, or a website refresh, I'd love to help.
My Brand & Website Audit is designed to uncover what's working, what's holding your business back, and where the biggest opportunities for growth exist.
Book your Brand & Website Audit today and let's create a brand that reflects where your business is headed—not just where it's been.
