There are four main types of logos: Wordmark, Lettermark, Pictorial Mark, and Abstract Logo.
- Wordmark: A logo consists only of the text that forms the company name. For example, IBM has a wordmark logo.
- Lettermark: A logo consists of letters, usually the initials of the company name, that are designed in a specific and memorable way. NASA has a lettermark logo consisting of its initials designed in a particular font and shape.
- Pictorial Mark: A logo is an image or graphic that represents the company. Apple has a pictorial mark logo.
- Abstract Logo: A logo uses unique shapes, colors, and patterns to represent a company.
When selecting your company’s logo type, there are some key factors to consider:
- Simplicity
- Memorability
- Versatility
- Timelessness
Your logo will represent your brand across different media, contexts, and time periods. It needs to work visually at both large and small scales. The logo style you choose should align with your brand identity and industry. For example, pictorial logos are common for children’s brands, while abstract shapes work for technology companies. Carefully weigh both the advantages and disadvantages of each main logo type during your design process to make the right choice for your brand.