How to choose the right logo type for your busi­ness?

The logo is often referred to as the DNA of a Brand. Com­mu­ni­cat­ing the brand’s value and func­tion in a sim­ple design isn’t an easy task.
It should reflect the brand and the prod­uct in style, look and expres­sion.

To help you get inspired and informed for your own com­pany logo, we have listed the most com­mon types for you.


These logos con­sist only of the brand name and are styl­ized, designed fonts.
In addi­tion to the Logo, the com­pany has the font cus­tom designed for use in all col­lat­er­als.
Word­mark logos work espe­cially well, when the com­pany name is not too long.
These logos tend to be highly adapt­able which is a big advan­tage.

Pic­to­r­ial Mark

Sim­ple and bold. The sim­pli­fied and styl­ized Image matches the brand­ing val­ues, func­tions etc.
A pro­fes­sional pic­to­r­ial mark logo is instantly rec­og­niz­able and does­n’t need the any addi­tional text. This makes it a lit­tle tricky for new brands, but worth it in the long run. Of course you can use it as a com­bi­na­tion mark and sep­a­rate it in the future. A sym­bol has the advan­tage that it can tell a story, for instance what the prod­uct does or what it rep­re­sents, you know, since a pic­ture is worth a thou­sand words…

Abstract Mark

Abstract marks are as the name says abstract shapes rep­re­sent­ing the brand’s mes­sage. Com­pa­nies use this form of rep­re­sen­ta­tion because it gives them the pos­si­bil­ity to visu­al­ize com­plex ideas or ser­vices. Obvi­ously this gives some room for inter­pre­ta­tions which can lead to the wrong mes­sage. So a strong con­cept is cru­cial.
Abstract mark logos

Let­ter Mark

Some big Com­pa­nies with long names use ini­tials for their logo. These let­ters are often sim­ple and form a com­pact design. Like the word­mark logos, they are very adapt­able as well. Since this type of logos con­sist of only a few let­ters, they need a strong, work­ing design to be rec­og­niz­able.

Com­bi­na­tion Mark

Com­bin­ing a sym­bol and a word­mark is a wide­spread type of logo and its often seen as an alter­na­tive ver­sion of the main logo. Ide­ally, the ele­ments should work on its own as well. Com­bi­na­tion mark logos often take advan­tage of the flex­i­bil­ity of the more often than not two inde­pen­dent ele­ments. They can be stacked or put side by side with­out any loss of qual­ity or recog­ni­tion. Its a very pop­u­lar choice of logo.


Those logos have an clas­sic, tra­di­tional qual­ity. The com­pany name is inte­grated in the design becom­ing one com­plex sym­bol. The ele­ments are insep­a­ra­ble from each other. A lot of orga­ni­za­tions and schools decide to go with emblem logos, but that does­n’t mean they don’t work for other kinds of busi­nesses, as you can see in the exam­ples.
The tricky part is when used in

Often you see com­bi­na­tions of the logo types, depend­ing where the logo is placed, to give some flex­i­bil­ity.

Also keep in mind that the logos will be used on so many dif­fer­ent places like print prod­ucts, tex­tiles, videos, web etc. so eval­u­ate if the design looks good on all of them.