Understanding Logo Types
A logo is a graphical element that represents your brand. There are four main types of logos: Wordmark, Lettermarks, Pictorial marks and Abstract logos.
Types of Logos
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Wordmark: A wordmark logo consists of a company’s name, using typography and shape to represent their brand. Wordmark logos rely on fonts and are also called logotypes. Popular examples include Google, eBay, and Visa.
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Lettermark: A lettermark or monogram logo consists of a company’s initials or letters. Typically, they look very professional and can adapt to any industry. Famous examples include Tiffany & Co, Gucci, and Louis Vuitton.
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Pictorial Mark: A pictorial mark is an icon or graphics-based logo, recognizable even when not directly on products. Well-known examples include the Apple logo, the Twitter bird, and the Target bullseye.
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Abstract Logo: An abstract logo is a graphical symbol that represents a company. Good examples include the Starbucks mermaid, the Harley Davidson emblem, and the Warner Brothers monogram inside a shape.
Logos are crucial for branding and marketing materials as they provide the first impression to customers. Invest time to create the best logo design possible.
Logo Variations for Brand Identity
The following are the four most common logo variations that help form a cohesive and versatile visual brand identity: Primary logo, wide or horizontal logo, secondary logo, and favicon.
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Primary Logo: This is your most complete and complex logo variation, often containing text, an illustration or icon, a tagline, and year of establishment.
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Wide or Horizontal Logos: These logos are suitable for spaces with limited horizontal space, like business cards.
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Secondary Logos: Basic variations of your primary logo, sometimes called “stacked logos.” They are designed to look good in orientations opposite to the primary one.
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Favicons: Small icons used to represent brands in browser tabs and bookmarks.
Logo variations allow for flexibility to connect with audiences in different situations and serve different purposes across mediums like websites, packaging, and signage. Invest in creating effective logo variations.