6 TYPES OF LOGOS EVERY BRAND SHOULD KNOW (PART 1)

Oct 13
2 min read

What Makes a Logo Effective

A logo is the face of a brand. It represents the distilled expression of a brand’s personality, values, and positioning.A good logo should be simple, distinctive, and adaptable across different media.

Among the many design approaches, logos can generally be divided into six main types.In this first part, we explore the three most common ones: Wordmark, Lettermark, and Symbol or Icon.

1. Wordmark Logo

Image Credit : https://www.theverge.com/2015/9/1/9239769/new-google-logo-announced

The Wordmark logo is the most straightforward type, built entirely from the brand’s name. Designers use typography, structure, and spacing to express the brand’s character and tone.

For example, Google’s colorful letters convey creativity and openness, while Coca-Cola’s handwritten style communicates tradition and emotional warmth.

Best for: Startups or growing brands that want to strengthen name recognition
Advantages: Builds awareness directly around the brand name
Challenges: Requires strong typography and a consistent brand tone to stand out

2. Lettermark Logo

Image credit : https://commons.wikimedia.org/wiki/File:Cnn_logo_red_background.png

A Lettermark logo is based on the initials or abbreviation of a brand name, such as IBM, CNN, or HP.This type of logo simplifies longer names into a clean, professional mark, making it easy to recognize and apply across various formats.

Best for: Corporate brands, financial institutions, or B2B companies
Advantages: Compact, professional, and scalable for small applications
Challenges: Needs long-term brand exposure to connect the initials with the brand identity

3. Symbol or Icon Logo

Image credit : The Apple Logo And Brand: The Iconic Evolution Story

A Symbol or Icon logo represents the brand through a graphic mark.Famous examples include Apple’s bitten apple, Twitter’s bird, and Target’s bullseye. These marks are instantly recognizable even without words and often become powerful cultural icons.

Best for: Global or lifestyle brands that want strong visual recall
Advantages: Memorable, versatile, and easily adaptable across media
Challenges: Requires time and marketing investment to link the image with the brand

Why Understanding Logo Types Matters

Each logo type communicates a different strategic message.

For new brands, a Wordmark helps build initial recognition.

For established ones, a Symbol can enhance global memorability. By understanding these three core logo types, brands can make better design decisions aligned with their positioning and audience.

In the next article, 6 Types of Logos Every Brand Should Know (Part 2), we will dive into three more advanced logo types:

Abstract Mark, Combination Mark, and Emblem Logo.

Together, these six categories will give you a complete understanding of how logo design shapes a brand’s visual identity.