Let’s face it—logos come with personalities. Some are bold and shouty; others wear skinny jeans and quote Helvetica at parties. But if you’re building a brand, it helps to know which type fits your business like a tailored vector suit.
So here it is: a crash course in the five basic logo types—and what they say about you (and your brand’s caffeine habits).
1. Wordmark (aka: The Confident Talker)
Examples: Google, Coca-Cola, eBay This logo says, “I don’t need a symbol, just say my name… say my name.” Wordmarks are typography-driven and place all the branding eggs in one font basket. They work best if your name is short, unique, or has that zing.
Best for: Names you want people to remember and pronounce correctly.
2. Lettermark (aka: The Initials With Style)
Examples: IBM, HBO, CNN When your business name is long enough to qualify for a novel, enter the lettermark: a sleek set of initials styled to perfection. It keeps things snappy and looks classy on swag.
Best for: Enterprises with long or complicated names that still want to appear trustworthy and established.
3. Pictorial Mark (aka: The Show-Off Symbol)
Examples: Apple, Twitter, Target This is the icon that stands alone—the one people get tattooed without needing an explanation. It’s bold, visual, and usually says “we’ve made it.”
Best for: Brands with strong visual identity, or dreams of global recognition (and minimal text).
4. Abstract Mark (aka: The Modern Philosopher)
Examples: Pepsi, Adidas, BP These logos are like interpretive dance: open to interpretation, symbolic, and slightly mysterious. They’re great for brands wanting a unique visual language untethered from real-world objects.
Best for: Forward-thinking or tech-savvy businesses that want to own a shape nobody else can steal.
5. Mascot Logo (aka: The Friendly Face)
Examples: KFC, Michelin, Wendy’s Say hello to your brand’s cartoon spokesperson. Mascot logos are full of character (literally) and brilliant for family-friendly or playful brands. Bonus: they never complain about long hours.
Best for: Brands that want to engage, entertain, and never be boring.
TL;DR: Choosing the right logo type is like hiring a spokesperson for your business—but in vector form. Whether you go bold with a wordmark or quirky with a mascot, your logo should match your brand’s soul and your social media thumbnail. Choose wisely.