The 7 types of logos
Every logo is one of seven basic structures. Step through them with your own brand to see which fits. The drawings below use whatever logo you last made here.
Combination mark
Famous examples: Burger King, Lacoste, Doritos
Use it for: Almost every small business. You get a name people read and an icon for small spaces.
Watch out: Very cramped spaces; use the icon alone there.
All seven side by side
How to choose
Ask two questions. Do people already know your name? If not, the name must be in the logo: a wordmark, combination mark or emblem. Where will it mostly appear? If the answer is phone screens and social avatars, you need a compact symbol or monogram as well. That's why most small businesses land on a combination mark and use the symbol alone in small spaces.
Browse logo ideas by industry to see which types are common in your field, or read how to design a logo.
Questions people ask
What are the 7 types of logos?
Wordmark (the name in type, like Google), lettermark or monogram (initials, like IBM), pictorial mark (a recognisable icon, like Apple), abstract mark (a geometric shape, like the Pepsi globe), mascot (a character, like KFC's Colonel), combination mark (icon plus name, like Burger King) and emblem (text inside a badge, like Starbucks).
Which type of logo is best for a small business?
Usually a combination mark: a simple symbol next to the name. New customers learn the name, and you still have an icon for social profiles and favicons. As recognition grows, you can use the icon on its own.
What is the difference between a lettermark and a wordmark?
A wordmark spells out the full name (Coca-Cola, FedEx). A lettermark uses only initials (HBO, CNN). Lettermarks suit long names but need time and repetition before people know what they stand for.
Are emblem logos hard to use?
They can be. Text inside a badge gets small quickly, so emblems work best on packaging, signs and merchandise. Keep a simplified version for small digital uses.