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.