THE 5 BASIC TYPES OF LOGOS AND THEIR APPLICATIONS

WORD MARK

A word mark shows the name of the company in text, often with a unique font such as Coca-Cola, Disney, Google and Facebook. It is simple and effective for startups because it directly communicates the company name and helps build brand recognition. Major brands often choose word marks because of the trust and stability they radiate. They can also include subtle visual elements, such as the hidden arrow in the FedEx logo. Because there are no images, wordmarks rely heavily on typography to stand out.

LETTER MARK

A letter mark uses only the initials of the company. Well-known examples are HP, HBO and BBC. This type of logo is suitable for long or hard-to-pronounce company names and works well in small formats, such as on mobile devices. Letter marks are useful for companies that regularly need reduced versions of their logo, for example on social media profiles or mobile apps.

FIGURE

A logo, also called an icon, is a symbol or icon that represents a company without text, such as the Apple silhouette, the Nike 'Swoosh' and the WWF panda. These logos are powerful because they are understood globally, but require familiarity to be effective. They evoke strong visual associations and can evoke emotional responses from the audience. Logos are ideal for international brands, where the company name can sometimes get lost in translation.

COMBINATION BRAND

A combination mark combines a word mark and a symbol. Some iconic logos, such as those of Apple, Nike and Amazon, are examples of combination logos. This type of logo is useful for new brands because it communicates both the name and a visual idea of the brand. Combination marks are versatile and can be more easily protected through trademarks, making them distinctive and unique. An additional advantage is that the individual elements of the logo can often be used separately, depending on the context.

EMBLEM

Emblem logos can be found everywhere, from universities and sports teams to major car brands and even on your Starbucks coffee cup. They combine text and symbol with the text contained within the symbol. Examples include Ford, Starbucks and UPS. Emblem logos often contain their design elements within a frame or border, unlike combination logos. This usually makes the elements difficult to separate for use in different formats and applications.