There are seven main types of logos: wordmarks, lettermarks, pictorial marks, abstract marks, mascots, emblems and combination marks. Each logo style sends a different signal and works best for a particular kind of brand. This guide explains every type of logo with examples so you can choose the right one with confidence.
The 7 types of logos
1. Wordmark (logotype)
A wordmark turns your business name into the logo using custom typography. It's ideal when your name is short, distinctive and worth reinforcing — think bold, legible brands that want instant name recognition.
2. Lettermark (monogram)
A lettermark uses initials. It's perfect for businesses with long names that compress into a clean, memorable monogram and works beautifully as an app icon or favicon.
3. Pictorial mark (logo symbol)
A pictorial mark is a recognizable icon. It's powerful once a brand is established, but new businesses should usually pair it with their name first.
4. Abstract mark
An abstract mark is a custom geometric symbol that conveys an idea or feeling rather than a literal object — flexible, modern and ownable.
5. Mascot logo
A mascot is an illustrated character that gives your brand a face and personality. Mascots shine for sports teams, gaming, food brands and anyone marketing to families.
6. Emblem
An emblem locks the name inside a badge or crest. It feels traditional, premium and authoritative — common for schools, agencies and heritage brands.
7. Combination mark
A combination mark pairs an icon with the name so they work together or apart. It's the most flexible choice and the safest default for most new brands.
How to choose the right logo style
- New brand with no recognition? Start with a wordmark or combination mark.
- Long business name? A lettermark keeps it clean.
- Want personality and a fan base? Go with a mascot.
- Need a premium, established feel? Consider an emblem.
- Want maximum flexibility? A combination mark adapts everywhere.
Whatever style you pick, demand a vector version and a one-color variation — a logo that only works in full color will fail half the time you need it.
Conclusion
Understanding the types of logos makes choosing one far less stressful: match the style to your name, audience and stage. If you'd like expert help picking and crafting the right logo style, our studio designs all seven types — start a project and we'll recommend the best fit for your brand.
Frequently asked questions
The seven main types of logos are wordmarks, lettermarks, pictorial marks, abstract marks, mascots, emblems and combination marks. Each suits a different brand name, audience and stage of growth.
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