A quick look at logos.

A logo is a face of a company. Some are beloved and some are despised because all of them represent more than just the colours, typeface and texture they are made of.

Michael Bierut, one of the most famous logo designers of the 21st century responsible for creating some of the most iconic logos of recent years (below this paragraph), said in a recent video that logos as ‘empty vessels,’ which you ‘pour the meaning in to them.’

I slightly feel this degrades how important logos are even though I agree that if the logo is good and the company isn’t, the logo won’t last long regardless of the quality of the design.

Anyway, I will no focus on different types of logos and when best to use them!

NB. There seems to be a lot of controversy about how many different logo types there are online but I have decided to focus on 7 different types.

1) Type: Abstract Logo Mark

Sticking with pictures but moving away from a very literal representation

Best Used For:

  • When you want to use an image but don’t want to be constrained by literal representation.
  • It evokes a feeling.  
  • No one will have a logo like you
  • Distinct recognition

Most Famous Examples: Lacoste, Nike, Pepsi.

2) Type: Wordmark Logos

Brands visual identity tied to name or company. As a result, careful consideration of font needed.

Best Used For:

  • Brands that have a succinct name
  • Brands that have a distinct name
  • When the brand has a catchy name, a relevant typeface means it very memorable

Most Famous Examples: Dior, Google, Netflix

3) Type: Lettermarks (Monograms)

1-4 letter logos.

Brands with long names and want something more recognisable to have only a few letters.  

Best Used For:

  • Long named brands who want a more memorable and recognisable logo.
  • Recognisable brands

Most Famous Examples: BBC, HBO,

4) Type: Emblem Logo

A emblem logo is more intricate than other logo types. Think crests, various colours and often more professional looking than a mascot logo for example.

Best Used For:

  • Brands that want to show a sense of heritage
  • More professional looking
  • Symbolic

Most Famous Examples: Starbucks

5) Type: Mascot Logo

Colourful brand logo design which use a character to be the face of the brand

Best Used For:

  • Brands that are trying to appeal to kids
  • Brands that want to have a human aspect about them

Most Famous Examples: KFC, Shreddies, Mr Peanut.

6) Type: Pictorial Logo

Visual description of brand name.

Best Used For:

  • Brands that want to have an iconic and memorable logo that is not so formal
  • Useful for app icons – clear, colourful and small

Most Famous Examples: Twitter, Instagram, Apple

7) Type: Combination Mark Logo (Logomark)

Most common type of logo design. It is a very flexible logo because you can use the logo on it’s own and also use the wordmark or lettermark if you need it

Best Used For:

  • Brands that are not yet well known
  • Good way to have versatility with brand marketing

Most Famous Examples: Puma, Reebok, Converse

Finally, I want to highlight that with technology, they have become more flexible than ever before. Look at how the google logo changes every day but it is still recognisably google and fits in to their brand identity.

So where do you get inspiration to make logos? If you’re a beginner, I would highly recommend looking at the logo_training_channel on Instagram. There are plenty of examples to watch as they are made and brought to life!


I would also recommend Logo.inspirations Instgram channel too. Consistently impressive logos!


Hope that’s interesting and useful!

Posted in: Uncategorized

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