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Choosing the Perfect Logo Style for Your Brand

Key Takeaways

• A logo is a visual representation of your brand identity, personality, and values.
• There are two main categories of logos: image-based logos and name-based logos.
• Image-based logos use symbols, icons, or graphics to convey your brand message. Name-based logos use typography, letters, or words to display your brand name.
• There are nine types of logos within these categories: brand marks, abstract logo marks, mascot logos, combination marks, emblems, lettermarks, wordmarks, anagrams, and initialisms.
• Each type of logo has its own advantages and disadvantages, depending on your brand goals, needs, preferences, and resources.
• You should choose a logo style that suits your brand strategy, target audience, industry, niche, and personality.

A logo is one of the most important elements of your brand identity. It represents your business name, values, products, services, and personality. A good logo can help you stand out from the competition, attract customers, and build trust and loyalty.

But how do you choose a logo style for your brand? There are many types of logos available, each with its own characteristics, benefits, and drawbacks. How do you know which one is the best fit for your business?

In this blog post, we will explore the nine types of logos that you can use for your brand. We will explain what they are, how they work, and when to use them. We will also provide some examples and tips to help you make an informed decision.

Image-Based Logos

Image-based logos are logos that use images to send a message about your brand. They can be simple or complex, realistic or abstract, colorful or monochrome. They can also be combined with text or used alone.

There are four types of image-based logos: brand marks, abstract logo marks, mascot logos, and combination marks.

Brand Marks

Brand marks are logos that consist of a graphic symbol or icon that represents a real-world object. For example, the logo of Apple is an apple with a bite taken out of it.

Brand marks are great for creating a memorable and recognizable logo that can be easily identified by your audience. They can also communicate something about your brand name, product, service, or niche.

However, brand marks can also be challenging to create and use. You need to find an object that is relevant to your brand and that can be simplified into a clear and distinctive shape. You also need to make sure that your logo is not too similar to other existing logos or trademarks.

When to use a brand mark:

• If you have a catchy and unique brand name that can be represented by an object
• If you offer a specific product or service that can be symbolized by an object
• If you want to create a simple and minimalist logo that can be easily reproduced in different sizes and formats

Examples: Apple ¹, Twitter ², Target ³

Abstract Logo Marks

Abstract logo marks are logos that use a custom-made symbol or icon that does not represent a real-world object. For example, the logo of Nike is a swoosh that resembles a wing.

Abstract logo marks are ideal for creating a unique and original logo that can express something specific about your brand. They can also be versatile and adaptable to different contexts and situations.

However, abstract logo marks can also be difficult to design and understand. You need to have a clear vision of what you want your logo to convey and how you want it to look like. You also need to educate your audience about the meaning and purpose of your logo.

When to use an abstract logo mark:

• If you have a generic or common brand name that needs to be differentiated from others
• If you offer a variety of products or services that cannot be easily represented by an object
• If you want to create a logo that reflects your brand personality, values, or culture

Examples: Nike , Pepsi , Adidas

Mascot Logos

Mascot logos are logos that use an illustrated character or animal as the main element of the logo. For example, the logo of KFC is the face of Colonel Sanders.

Mascot logos are perfect for creating a fun and friendly logo that can appeal to your audience’s emotions. They can also help you establish a strong brand personality and voice.

However, mascot logos can also be limiting and outdated. You need to choose a character or animal that is relevant to your brand and that can be updated over time. You also need to consider the cultural and ethical implications of using a mascot logo.

When to use a mascot logo:

• If you have a playful and humorous brand tone
• If you target a young or family-oriented audience
• If you want to create a logo that can interact with your customers and fans

Examples: KFC , Pringles , Michelin

Combination Marks

Combination marks are logos that combine an image-based logo with a name-based logo. For example, the logo of Starbucks is a brand mark of a mermaid inside a circle, along with the word “Starbucks”.

Combination marks are the most popular and versatile type of logo. They can help you create a logo that is both visually appealing and informative. They can also help you reinforce your brand recognition and awareness.

However, combination marks can also be complex and cluttered. You need to balance the size, shape, color, and position of the image and the text. You also need to make sure that your logo is legible and scalable in different sizes and formats.

When to use a combination mark:

• If you want to combine the benefits of an image-based logo and a name-based logo
• If you have a new or unfamiliar brand name that needs to be explained or supported by an image
• If you want to create a logo that can be used in different ways, such as with or without the text

Examples: Starbucks , Burger King , Lacoste

Name-Based Logos

Name-based logos are logos that use typography, letters, or words to display your brand name. They can be simple or elaborate, classic or modern, elegant or quirky. They can also be combined with images or used alone.

There are five types of name-based logos: lettermarks, wordmarks, anagrams, initialisms, and emblems.

Lettermarks

Lettermarks are logos that consist of the initials of your brand name. For example, the logo of HBO is the letters “HBO”.

Lettermarks are useful for creating a concise and catchy logo that can be easily remembered by your audience. They can also help you simplify a long or complicated brand name.

However, lettermarks can also be vague and confusing. You need to choose a font that is clear and distinctive. You also need to make sure that your initials are not too common or similar to other existing logos or trademarks.

When to use a lettermark:

• If you have a long or complex brand name that can be shortened into initials
• If you have a catchy and unique acronym that can stand for your brand name
• If you want to create a logo that can be easily printed on small spaces or materials

Examples: HBO , IBM , CNN

Wordmarks

Wordmarks are logos that consist of your full brand name. For example, the logo of Google is the word “Google”.

Wordmarks are effective for creating a logo that can communicate your brand name clearly and directly. They can also help you establish your brand identity and recognition.

However, wordmarks can also be boring and generic. You need to choose a font that is attractive and distinctive. You also need to make sure that your brand name is not too long or common.

When to use a wordmark:

• If you have a short and unique brand name that can stand out from others
• If you have a catchy and memorable brand name that can attract attention
• If you want to create a logo that can emphasize your brand name

Examples: Google , Coca-Cola , FedEx

Anagrams

Anagrams are logos that consist of rearranged letters of your brand name. For example, the logo of Amazon is the word “Amazon” with an arrow pointing from A to Z.

Anagrams are creative for creating a logo that can add some flair and fun to your brand name. They can also help you convey some hidden or subtle messages about your brand.

However, anagrams can also be tricky and misleading. You need to make sure that the rearranged letters are still legible and meaningful. You also need to avoid any negative or inappropriate associations or interpretations.

When to use an anagram:

• If you want to play with the letters of your brand name
• If you want to create a logo that can show some personality or humor
• If you want to create a logo that can reveal some information or features about your brand

Examples: Amazon , Unilever , LG

Initialisms

Initialisms are logos that consist of the first letters of each word in your brand name. For example, the logo of NASA is the letters “NASA”.

Initialisms are similar to lettermarks, but they are pronounced as separate letters rather than as one word. They are useful