In the simplest terms, a logo is a visual representation of a brand or product. It can include words, images, or both. Since your logo represents the essence of your company, it should be consistent, recognizable, and positive in its associations.
You might use your logo:
A logo is an important piece of branding for your company. It’s often the first thing potential customers see of your company. Here are a few things a well-designed logo can do for your company:
Potential customers’ first interactions with many brands is seeing their logo. The associations they draw from it can shape how they see your company and whether or not they want to learn more about it. For example, if your logo looks dated, people may see your company as dated and dismiss it. Similarly, if your logo isn’t appropriate for your industry and target audience, it could confuse people about what you do.
Brand identity refers to the specific look and feel that your brand develops. A consistent brand identity lets customers look at anything from your company and know that it’s yours. The imagery, colors, and typography in your logo set the tone of your brand and can inform the rest of your brand kit to keep all of your visuals consistent.
Similarly, your brand strategy is the collection of methods you use to communicate your brand message across all marketing channels you use. Using your logo on all of your channels is an easy first step.
A logo is a powerful brand awareness tool because it gives people something to picture when they hear your company’s name. This is why many companies start out with combination mark logos that include both the name and a symbol, but then redesign the logo to include the brand mark alone. The Starbucks siren and the Twitter bird are well-known examples of this.
Though you want your logo to be appropriate for your industry and follow any established standards, it should also be unique enough to stand out. After all, the average American consumer is surrounded by ads and branding, but there’s no way we can remember all of them. An eye-catching logo is one way to help your brand stay in viewers’ minds.
A strong logo can communicate your company’s personality, mission, and values without using words. One simple symbol can show your industry, what products or services you offer, your brand values, and the overall feel of your business.
Different types of logos suit different needs for businesses. The 9 kinds of logos include:
A monogram, also known as a lettermark logo, is a logo that uses an abbreviation or initials for your brand name. This type of logo is great for companies with long or clunky names or that go by an acronym like CNN or NASA. Cable News Network and National Aeronautics and Space Administration wouldn’t exactly fit in a logo. Monogram logos are also a great fit for:
Pros of monogram logos:
Cons of monogram logos:
Tips of using a monogram logo:
Examples of Monogram Logos:
A word mark, also known as a logotype, is simply the company’s name in a specifically-designed font. Wordmarks don’t contain an image or symbol. This means the typography you use does all the talking for this type of logo. Wordmark logos are great for:
Pros of wordmark logos:
Cons of wordmark logos:
Tips for using a wordmark logo:
Examples of wordmark logos:
Letterforms are logos that only include the first letter of the company’s name. Letterforms aren’t usually the only version of the company’s logo. They’re often used in some contexts while a wordmark or lettermark is used in others. In order to get recognition from one letter alone, the shape and design needs to look catchy and not like a typical font. Letterform logos are great for:
Pros of letterform logos:
Cons of letterform logos:
Tips for using a letterform logo:
Examples of letterform logos:
A brand mark, also known as a pictorial mark or logo symbol, is a logo that includes a symbol but no words or letters. They can be a literal representation of your brand name like the Apple logo, a suggestion of what your company does, like the Snapchat ghost, or a suggestion of your brand values like the Twitter bird that faces up to represent hope.
Early on, you’ll need to pair the brand mark with your company name to make a combination mark. Especially if the symbol isn’t literal. Once you’ve built up brand recognition and loyalty enough that people can associate the symbol alone with your company, you can consider changing it to a brand mark alone. Brand marks are great for:
Pros of brand marks:
Cons of Pictorial marks:
Tips for using a brand mark:
Examples of brand marks:
An abstract logo mark is a logo symbol that doesn’t look like a recognizable real object. This type of logo is a great choice if you want your logo to be unique to your company. Like with brand marks and lettermarks, you’ll probably need to pair it with your brand name until your brand recognition allows it to stand alone.
Abstract logo marks are great for:
Pros of abstract logo marks:
Cons of abstract logo marks:
Tips for using an abstract logo mark:
Examples of abstract logo marks:
A mascot is an illustrated character, whether human or animal, that represents your brand. Since their expressions and contexts can change, mascots are more flexible than other types of logos. If you go this route, be sure to use a style that’s consistent with the message and tone you want to convey.
Mascot logos are great for:
Pros of mascot logos:
Cons of mascot logos:
Tips for using a mascot logo:
Examples of mascot logos:
A combination mark includes both a symbol and the name of your company. The symbol may be a brand mark, an abstract mark, a mascot, or even a letter mark. When most people think of a logo, they probably picture a combination mark.
Combination marks are great for:
Pros of combination marks
Cons of combination mark logos:
Tips for using a combination mark:
Examples of combination marks:
Emblems, also known as crests, include text inside of a symbol. An emblem logo is a great choice for brands that want to communicate tradition and prestige.
Emblem logos are great for:
Pros of emblem logos:
Cons of emblem logos:
Tips for using an emblem logo:
Examples of emblem logos:
Dynamic logos, also known as dynamic marks, are logos with different variations but are still recognizable as representing the same company. It may sound odd at first to have a logo that changes in different contexts, since logos’ whole thing is that they’re consistent. But consistency is what makes dynamic logos recognizable when you change one thing. Dynamic logos have the same basic framework that appears in every version of the logo. Dynamic logos are great for:
Pros of dynamic logos:
Cons of dynamic logos:
Tips for using a dynamic logo:
Examples of dynamic logos:
When you decide what type of logo you’re going to use for your company, remember that your logo will exist both physically and digitally. It will also need to be scaled to a variety of sizes. Many companies have variations with and without their company name so they can use it in different contexts.
It’s important that your logo design leaves an impression of your brand, stands out compared to your competitors, and appeals to your target audience.
What Makes a Good Logo?
No matter which type of logo you choose for your business, good design will take your logo to the next level. Here are the major elements of logo graphic design.
The color palette your logo is about more than aesthetics. The colors you choose send a message to the viewers about your company’s values and can even provoke an emotional reaction. Here are some common color associations in North America:
Color |
Associations |
Red |
Speed Urgency Energy Passion Elevated Heart Rate Sale and clearance signs |
Orange |
Optimism Happiness Aggression Action Call to Action buttons |
Yellow |
Warmth Positivity Youth Optimism Attention-grabbing |
Green |
Wealth Health Nature Relaxing Health and wellness companies |
Blue |
Trust Security Serenity Tech and banks |
Purple |
Creativity Wisdom Confidence Soothing Beauty products |
Pink |
Creativity Exuberance Romance |
Brown |
Warmth Honesty Down-to-Earth Vintage goods |
Black |
Power Luxury Modernity Frequently used for luxury goods |
White |
Minimalism Transparency Simplicity Frequently used in tech |
Whether your logo includes your brand name, a monogram, or just one letter, the typeface you use matters. Fonts affect the look and feel of your logo and send a message about your company.
Serifs are the little feet on the letters, that’s how serif fonts get their name. Serif lettering is a great choice for brands that are:
Examples of brands that use serif lettering:
Sans serif fonts don't have the little feet. Sans serif lettering is a great choice for brands that are:
Examples of brands that use sans serif lettering:
Slab serif fonts have bigger, blockier serifs than standard serif fonts. Slab serif lettering is a great choice for brands that are:
Brands that use slab serif lettering include:
Script fonts are written in cursive. Script lettering is a great choice for brands that are:
Examples of brands that use script lettering:
Handwritten fonts, well, look like handwriting. Handwritten lettering a great choice for brands that are:
H&M uses handwritten lettering.
Decorative lettering doesn’t fit neatly into the aforementioned categories because it’s usually custom and unique to the brand. Decorative lettering is:
Examples of brands that use decorative lettering:
When it comes to graphic design, especially with logos, what you do with the negative space is just as important as the foreground. Effective use of negative space makes a cleaner look. If your design is too busy, the brand message will be harder for potential customers to receive.
Simple logos look good up close, far away, and at a variety of sizes. If you must include fine details, especially in mascots and emblems, make them a way to communicate personality, not traits that make or break recognition of your brand.
The best-looking logo around won’t do its job if it doesn’t accurately reflect what your brand is about. All logos should be
Using a logo maker is a great way to create a professional-looking logo even if you don’t have a lot of graphic design experience. Here are a few you can try:
No matter which type you design, any great logo needs a great website to appear on. Here at Sav we make website creation and management easy and affordable for small business owners of all budgets. Start your free trial today to learn more!