The seven main types of logos are wordmarks, lettermarks, pictorial marks, abstract marks, mascots, emblems and combination marks. Choose based on how long your name is, how well people already know you and where the logo will be used most. For most new brands a combination mark is the safest start, because the symbol can later work alone at small sizes.
Every logo is built from the same few ingredients: a name, letters, a picture, an abstract shape or a character. How you combine them decides where the logo works, how fast people learn it and how easy it is to protect. This guide explains the seven main types of logos, how each one behaves in real use, and the questions we ask clients before we pick one.
The 7 main types of logos at a glance
Design blogs list anywhere from 4 to 11 types because they split the same ideas differently. These seven cover almost every logo you will see. The columns that matter most in practice are the last two: how the logo holds up when it is tiny, and what it needs from you before people recognize it.
| Type | What it is | Known examples | At favicon size | What it needs |
|---|---|---|---|---|
| Wordmark | The full name set in custom or styled type | Google, Coca-Cola, FedEx | Weak, long names become unreadable | A short, distinctive name |
| Lettermark | Initials or a single letter | IBM, HBO, CNN | Strong | Time and exposure so people link the letters to you |
| Pictorial mark | A recognizable picture of a thing | Apple, Target | Strong if the drawing is simple | A picture that is not already common in your industry |
| Abstract mark | A shape with no literal meaning | Nike, Pepsi, Mastercard | Strong | The most repetition of all types, since the shape means nothing at first |
| Mascot | An illustrated character | KFC's Colonel, the Michelin Man | Weak, needs a simplified head or icon | A brand voice that suits a character |
| Emblem | Text inside a badge, crest or seal | Harley-Davidson, NFL | Weak, small text inside the badge disappears | A simpler version for screens and small print |
| Combination mark | A symbol and the name used together | Burger King, Lacoste, Doritos | Use the symbol alone | Rules for when the parts are used together and apart |
Each logo type explained
Wordmark
A wordmark is the brand name and nothing else. The type does all the work, so it is usually customized: adjusted letter spacing, a modified letter or a small detail like the arrow hidden in the FedEx logo. Wordmarks suit new businesses well because people learn the name and the logo at the same time. They struggle when the name is long, because the logo gets wide and shrinks to an unreadable line in tight spaces.
Lettermark (monogram)
A lettermark reduces the name to initials. It solves the long-name problem and fits square spaces such as app icons and social avatars. The catch is that initials mean nothing until people already know you. IBM and HBO can use letters because decades of exposure came first. A new company with a three-letter logo often looks like many other three-letter logos.
Pictorial mark
A pictorial mark is an icon of a real thing: an apple, a bird, a target. It is easy to remember and works without words, which helps across languages. Pick the object carefully. A tooth for a dentist or a house for a real estate agent is clear but generic, and you will compete with hundreds of similar marks.
Abstract mark
An abstract mark is an original shape that suggests an idea, like movement or connection, without picturing anything specific. It can be very distinctive and works at any size. It also asks the most from the brand, because people have to be taught what the shape stands for. Abstract marks are usually paired with the name for years before they stand alone.
Mascot logo
A mascot is a character that represents the brand. It brings personality and is great for packaging, social content and merchandise. Detailed illustrations do not shrink well, so every mascot needs a simplified version. We cover this in more depth in our mascot logo guide.
Emblem
An emblem places the name inside a shape such as a badge or crest. It feels established and traditional, which is why schools, breweries, sports teams and car brands use it. Because the text sits inside the shape, emblems lose legibility fast when small. Plan a simplified badge or a lettermark for screens.
Combination mark
A combination mark pairs a symbol (pictorial, abstract, lettermark or mascot) with the name. It is the most flexible option and the one we recommend most often to new brands: the name teaches people what the symbol means, and later the symbol can work alone as a favicon or social avatar. The extra work is defining the layouts, such as symbol left of the name, symbol above it, and symbol only.
How to choose the right type of logo
Style preferences matter, but these practical questions settle most decisions faster:
- How long is the name? One or two short words suit a wordmark. A long or multi-word name needs a lettermark or a symbol for small spaces.
- Do people know you yet? A new brand needs the name visible. Lettermarks and abstract marks on their own work best once recognition exists.
- Where will the logo live most? If the main places are an app icon, a social avatar or a product tag, you need a strong square symbol. If it is a storefront sign or a website header, a wordmark can carry it.
- Do you sell across languages? A symbol travels better than a word people cannot read or pronounce.
- How will it be produced? Embroidery, engraving and small print punish fine detail, which rules out complex emblems and mascots as the main logo.
- Will the business grow into new products? A pictorial mark tied to one product can become a problem later. An abstract mark or wordmark stretches further.
If you are briefing a designer, put the answers in the brief. Our guide on how to write a logo brief shows where they fit.
From the studio: before choosing a type, write the brand name on a 32 by 32 pixel square and look at it at actual size. If the name is unreadable, a wordmark alone will not cover your favicon, app icon or social avatar, and you should plan a symbol or lettermark from day one rather than adding one later.
Logo types and trademarks
The type you choose also affects how you protect it. The US Patent and Trademark Office (USPTO) accepts a mark in two forms. A standard character registration covers the words themselves, with no styling, color or design. A special form registration covers the stylized version, including a symbol or design. The USPTO notes that registering in standard characters generally gives the broadest protection.
In practice that means a wordmark business often protects the name as words, while a brand built on a symbol or mascot also needs the design registered. The USPTO also explains that invented, arbitrary and suggestive names make strong trademarks, while descriptive or generic ones are weak. That is a naming issue more than a logo issue, but a descriptive name paired with a generic picture is the hardest combination to protect. This is general information, not legal advice; a trademark attorney can tell you what to file.
One brand, several logo versions
Most brands do not use one logo type. They use a small family built from one design:
- Primary logo: the full version, usually a combination mark or wordmark, for the website header, documents and signage.
- Secondary layout: the same parts rearranged, for example stacked instead of horizontal, for square or narrow spaces.
- Symbol or submark: the icon, lettermark or simplified badge on its own, for favicons, avatars, stamps and product details.
Thinking in versions solves most of the weak spots in the table above. A long wordmark can have a lettermark submark. A detailed emblem can have a stripped back badge. Agree on these versions at the start of the project, not after launch when someone needs an avatar.
What files each type needs
Whatever the type, ask for vector masters (AI, SVG, PDF or EPS) plus PNG exports, in full color, one color, black and white versions. Then add what the type specifically requires:
- Wordmark: horizontal and, if the name allows, stacked layouts.
- Lettermark and symbol marks: square exports and favicon files.
- Mascot: the full illustration plus the simplified icon version.
- Emblem: the full badge plus a simplified small size version.
- Combination mark: every approved layout, the symbol alone and the name alone.
Our logo file formats guide explains what each format is for, and the favicon size guide covers the small exports.
Related guides
We design logos as a full system, with the main logo, alternate layouts and a small size symbol, plus every file you need.
FAQ
How many types of logos are there?
Most designers group logos into seven types: wordmark, lettermark, pictorial mark, abstract mark, mascot, emblem and combination mark. Lists with more types usually split these further, for example monogram versus lettermark, or add styles like animated logos.
What type of logo is best for a small business?
A combination mark or a wordmark usually works best, because a small business needs people to learn its name. Add a simple symbol or lettermark for favicons and social avatars.
What is the difference between a wordmark and a lettermark?
A wordmark spells out the full brand name, while a lettermark uses only initials. Lettermarks fit small square spaces better but only work once people already connect the letters with your brand.
Can a brand use more than one type of logo?
Yes, and most established brands do. A typical set has a primary logo, a rearranged secondary layout and a symbol or submark, all drawn from the same design so they read as one brand.
USPTO: Drawings and specimens (standard character and special form marks); USPTO: Strong trademarks. Based on our client projects.
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