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.

Word­mark

  How To Choose The Right Logo Type For Your Business

These logos con­sist only of the brand name and are styl­ized, designed fonts.

In addi­tion to the Logo, the com­pany has the font often 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

    How To Choose The Right Logo Type For Your Business   Sim­ple and bold. The sim­pli­fied and styl­ized Image matches the brand­ing val­ues and func­tions. A pro­fes­sional pic­to­r­ial mark logo is instantly rec­og­niz­able and does­n’t need 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

How To Choose The Right Logo Type For Your Business   Abstract marks are as the name says abstract shapes rep­re­sent­ing the brand. 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.  

Let­ter Mark

  How To Choose The Right Logo Type For Your Business   Com­pa­nies with long names use ini­tials for their logos. Like the word­mark logos, they are very adapt­able as well. Since this types of logos con­sist of only a few let­ters, they need a strong, work­ing design to make them work.

Com­bi­na­tion Mark

  How To Choose The Right Logo Type For Your Business   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 their own as well as in com­bi­na­tion. Com­bi­na­tion mark logos have the advan­tage of the flex­i­bil­ity of the 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 design.

Emblem

  How To Choose The Right Logo Type For Your Business Those logos have typ­i­cally a 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.      

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