Also known as monogram logos, lettermarks use the initials or acronyms of the brand. These letters are usually stylized into a standardized format that is eye catching or memorable in some way. These type of logos are typically short (as is standard with acronyms) and as such, the chosen font is of utmost importance. Simplicity and readability is key. An example of a brand that uses a lettermark is NASA (National Aeronautic and Space Administration) Their name is certainly a mouthful and shorting it to NASA as well as their use of a stylized font has increased their public accessibility.


Logotypes, or wordmarks are logos whose design is based on the brand name in its entirety. This is another type of logo where typography is very important as the focus is on the words alone. A perhaps globally known example would be Google. Their basic, yet colorful logo is easily recognized and recreated. Companies who strive to make their name more commonly thought of and used can benefit greatly from this logo type.

Pictorial Marks

Brand marks / logo symbols are logo’s whose design is based on just that, a symbol. These type of logos are based on an easily reproducible image. You want a common image that can be stylized into something more personal. For instance, if you see a picture of a bitten apple, everyone knows that’s a Mac. A fantastic example of pictorial logo branding at its finest.

Abstract Logo

Closely related to pictorial marks, these type of logos are also image based. However, they are usually as the name implies, abstract. They are also occasionally called brandmark logos as they are hoped to help emote the feeling of the brand when seen. When you see the Nike swoosh, do you think of how light on your feet you will feel in those shoes. Subliminally, you most likely do!

Mascot Logo

As the name implies, mascot logo’s are based on a brand mascot. Another relation of the pictorial mark, this type of logo has the additional benefit of character. The kool-aid man is a perfect example of this type of logo. Whether you love or hate the sugary drink, when you see him come through the wall, you know what he represents.

Combination Mark

Combination marks combine the elements of a pictorial logo with typeface spelling out the brand name. These are great way to personalize a common image or to help reinforce a non traditional brand mascot. For example. Starbucks for a long time used a logo with their name around the perimeter. This has been so successful that at this point anytime you see a green and white mermaid, you too will begin to crave your daily coffee fix.

Emblem Logo

This logo is a wonderful way to stylize your brand name into something a little more than a standard wordmark. It contains a border of some sort confining the image and forming an emblem. Harley Davidson’s logo is often worn as a badge of pride, befitting a strong emblem.

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