Types of Logos: The 7 Main Types (With Examples)

A wordmark is the full brand name styled as the logo, with no separate icon. The typeface, spacing, and any custom letterforms carry the entire identity. Google, Coca-Cola, and Visa are all wordmarks — the name is the mark. Because people read your name every time they see it, a wordmark builds recognition quickly.

Real examples: Google (geometric sans-serif), Coca-Cola (heritage script), Visa (bold and trustworthy).

When to use it: when your name is short, distinctive, and worth reading often — ideal for new brands that need to plant their name in memory. "Wordmark" and "logotype" mean the same thing; see our deeper guide on what a logotype is.

A lettermark uses initials or an abbreviation instead of the full name — a space-saving cousin of the wordmark. IBM, HP, and NASA all rely on a few letters for compact, instant recognition. The distinction from a wordmark is simple: a wordmark spells out the whole name, while a lettermark reduces it to initials.

Real examples: IBM (International Business Machines), HP (Hewlett-Packard), NASA, CNN.

When to use it: when your legal name is long, multi-word, or hard to say. Initials keep the mark legible at tiny sizes and easy to repeat — but because letters alone carry no meaning, lettermarks reward strong typography.

A pictorial mark is a literal, recognizable image used as the logo — an apple, a bird, a bullseye. The picture is concrete: you can name what it shows. These are powerful but demanding, because a symbol on its own only works once people already connect it to your brand. Learn more in our guide to the logo mark.

Real examples: Apple (the apple), Twitter (the bird), Target (the bullseye).

When to use it: when your brand is established enough to be known by symbol alone, or when the image reinforces what you do. New brands usually pair the picture with their name first and drop the words only after the symbol earns recall.

An abstract mark is a bespoke geometric symbol that does not depict anything literal — it conveys an idea or feeling rather than a picture you can name. The Nike swoosh suggests motion; the Pepsi globe suggests energy; the Adidas trefoil suggests performance. Unlike a pictorial mark, there is no real-world object to point to.

Real examples: Nike (swoosh), Pepsi (divided globe), Adidas (trefoil).

When to use it: when you want a one-of-a-kind symbol that no competitor can claim and that is not tied to a literal object. Abstract marks give global brands flexibility, but, like pictorial marks, they need recognition built up over time.

A mascot logo is an illustrated character that becomes the face of the brand. Mascots add personality, warmth, and a sense of someone you can relate to — which is why they are popular with food, sports, and family brands. The KFC Colonel and the Michelin Man are classic examples that feel friendly and instantly recognizable.

Real examples: KFC (Colonel Sanders), Michelin (the Michelin Man), Pringles (Julius Pringles).

When to use it: when you want an approachable, characterful identity and a figure you can use across advertising and packaging. Mascots carry the most detail of any logo type, so they need a simplified version for small sizes.

A combination mark pairs a symbol with the brand name — the most versatile and most common logo type. You get the recognition of an icon and the clarity of a name, and the two can be separated as the brand grows. Adidas, Burger King, and Lacoste all use a symbol and wordmark that work together or apart.

Real examples: Adidas (bars plus name), Burger King, Lacoste (crocodile plus name).

When to use it: when you want flexibility and are not ready to rely on a symbol alone. This is the safest default for most new businesses — the name teaches people the symbol, and you can retire the words later if the icon earns it.

An emblem places the brand name inside a symbol, badge, seal, or crest, so the text and imagery form one locked unit. Emblems feel traditional, authoritative, and crafted, which is why so many schools, agencies, and heritage brands use them. Starbucks and Harley-Davidson are widely cited examples.

Real examples: Starbucks (siren in a circle), Harley-Davidson (bar and shield), most universities.

When to use it: when you want a sense of legacy and authority. The trade-off is scalability — the fine detail inside a badge can get muddy at small sizes, so emblems often need a simplified version for app icons and favicons.