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Meet The 7 Types Of Logos

Logos. Love them? Loathe them? Wherever you may weigh in on the subject, there’s a reason they’re the first thing that comes to mind when a customer thinks of your business. When done well, a logo can establish your brand and set it apart from your competitors.

But you didn’t think it would be as easy as choosing some colours, shapes and fonts did you? It’s so much more than that. Starting with the type of logo that suits your brand. That’s right — when it comes to choosing a logo, there’s 7 different types.

As a graphic designer, I’ve come across all these types of logos in my time. Some silly flings, others more serious relationships. Safe to say, I know them pretty well.

Without further ado, presenting the 7 types of logos you’ll meet as a business owner.


AKA the monogram logo. AKA the lettermark. Like the name implies, this logo consists of letters [usually brand initials].

So, why should you select this type of logo?

  1. If your name is lengthy (2 or 3 words)
  2. If your brand has been around for a while
  3. If you want to keep it simple & easily identifiable

Think NASA [big shoes to fill, but you knew what I was talking about].  And what’s the most important part of the Monogram Logo? It’s got to be the font. You want to make sure the font is the star of the show. It has to be not only on-theme with what your company does, but also legible, concise and reflective of your business.

Remember, your logo is going to be repurposed, and you’d hate for it to be hard to read.

If you’re not an established business yet, perhaps this is not the best choice for you. But that’s okay! We’re going to discuss some other types of logos that might be a better fit, so sit tight.


If the monogram logo is the veteran, then the wordmark is its protege. Also known as a logo type, this is a font-based logo that focuses on a business’ name. We’re talking Google. We’re talking Disney. We’re talking Coca-Cola.

It works best:

  1. If your name is succinct & distinct
  2. If your a new business that wants to get your name out there
  3. If your picturing something short, sharp & snappy

For this logo, typography should stay top of mind. Since the focus will be on your name, you want to pick (or create) a font that captures the essence of what your business actually does.


The artist has several different monikers. Pictorial mark. Logo symbol. Brand mark. Take your pick.

What it boils down to though, is an icon or graphic-based logo. Ever heard of Apple, Twitter or Target? Can you visualise their logo, right now? These are all great examples of iconic pictorial mark logos.

Why do they work so well? Each one of these company’s logos are emblematic, and each brand so established that the mark alone is instantly recognisable.

Some things to consider before selecting this type of logo:

  1. Be sure you know what you want — this image will stick with your company its entire existence
  2. Be sure it makes sense — ideally, it should convey what your business does graphically
  3. Be sure you know what you want — we had to repeat this one because it’s SO crucial. Consider the broader implications of the image you choose, and make sure your desired idea or emotion is being conveyed correctly.


Also known as the abstract logo and the logo mark. A specific type of pictorial logo, but instead of a recognisable image, it’s an abstract geometric form that represents your business. We’re sure you’ve seen them before. Pepsi’s got one. Adidas’ got one. And don’t forget that iconic Nike swoosh.

The pros:

  1. Condenses your brand into a single image
  2. Don’t need to rely on the cultural implications of a specific image
  3. Allows you to create something truly unique

However, the abstract logo can also be a bit more difficult to emulate. My advice? Make sure to work with a design professional on this one. Someone who knows the best colours, shapes and structure to combine together to create meaning.


Often colourful. Sometimes cartoonish. Always fun. The Joker AKA the mascot, is a logo that involves an illustrated character.

A brand that comes to mind? KFC. Who doesn’t know about Colonel Sanders? He’s their very own brand spokesperson, and instantly recognisable when you think of “7 herbs and spices”.

So, who would a mascot logo work for?

  1. Companies who want a wholesome image
  2. Businesses who want to appeal to families and children
  3. Brands who want to bolster greater customer interaction

Keep in mind, the mascot is only part of a successful logo and brand. You may not be able to use it for all your marketing material. For example, a mascot alone might not translate onto business cards.


Want the best of both worlds? Choose the combination mark.

Comprised of a combined wordmark or lettermark and a pictorial mark, abstract mark, or mascot.

The picture and text can be:

  1. Laid side-by-side
  2. Stacked on top of each other
  3. Integrated together to create an image

Popular? Yes. Versatile. Big yes. The image and logo work together to reinforce a brand. And it’s also easier to trademark. You’re welcome.


Finally, we’ve come to the Professional (also known as the emblem).

Tending to have a more traditional appearance about them, an emblem is a font inside a symbol or icon (i.e. badges, seals and crests).  That’s why it’s a go-to for many schools, organisations and government agencies. Because it keeps it classic and business-like.

It can also work for other business types, so don’t rule it out just yet. Look at what some famous brands have done with it. Starbucks’ iconic mermaid emblem and Harley-Davidson’s famous crest are picture-perfect examples of how some companies have effectively modernised the Emblem Logo.

If you do decide to go with this logo, some things to keep in mind about the emblem are that it’s:

  1. Less versatile
  2. Not as easy to replicate across all branding
  3. Have to keep your design uncomplicated to keep it readable


So there you have it. The 7 different types of logos you’ll meet on your way to establishing your brand’s identity. Still not sure exactly what logo type that you want? Work with Future Proof Agency and I promise it’ll be love at first sight.

Our powerful brand building service can help you stand out from the crowd. We’ll create the essence of your brnd, and provide you with all the branding essentials like:

  1. Moodboards
  2. A custom colour palette
  3. Font selections
  4. Custom primary logo, submarks, and alternate and icon logos
  5. Patterns, and
  6. Business cards

Bring your brand to life with Future Proof. Get in touch today and let’s make magic happen.

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