The 7 types of logos (with examples) and how to choose
There are seven widely recognized types of logos: wordmarks, lettermarks, pictorial marks, abstract marks, mascots, combination marks, and emblems. They differ in whether they use words, a symbol, or both — and each suits a different kind of name, audience, and use. For most new brands, a combination mark is the safest starting point.
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Every logo falls into one of a few families, and the difference is simple: does it use words, a symbol, or both — and is it enclosed in a shape? Get the family right and the rest of the design gets easier, because each type has a job it does well and a place it tends to struggle.
How many types of logos are there?
Seven types are widely recognized across the design industry: wordmarks, lettermarks, pictorial marks, abstract marks, mascots, combination marks, and emblems. Some guides count nine or ten by splitting a category (for example separating "monogram" from "lettermark," or "logotype" from "wordmark"), but those are variations rather than new families. The seven below cover everything you need to choose a direction.
1. Wordmark (logotype)
A wordmark is the full brand name set in a distinctive, custom typographic treatment — no separate symbol. The typeface, spacing, and any custom letter details carry the whole identity.
- Best when: the name is short, distinctive, and worth reinforcing (think Google, Coca-Cola, FedEx, Visa).
- Watch out for: legibility at very small sizes, and names long enough to become a cramped block.
- Pro tip: because a wordmark has no compact icon, you often still need a small companion mark for favicons and app tiles.
2. Lettermark (monogram)
A lettermark compresses a longer name into its initials or a monogram, drawn as a unified mark rather than plain typed letters.
- Best when: the full name is long or formal (IBM, HBO, NASA, CNN).
- Watch out for: recognition — unfamiliar initials take repeated exposure before people connect them to the organization.
- Pro tip: treat the initials as a designed mark; kerning and proportion do the work.
3. Pictorial mark (symbol)
A pictorial mark is a recognizable icon based on a real object — an image that stands for the brand without the name beside it.
- Best when: you want cross-language recognition and a compact icon (Apple, Target, Shell, Twitter's bird).
- Watch out for: a new symbol carries no meaning on its own yet, so it usually needs to travel with the name first.
- Pro tip: pick something ownable and simple; a literal illustration of what you sell dates quickly.
4. Abstract mark
An abstract mark uses an invented geometric form rather than a literal object, letting it suggest a quality — motion, connection, precision — without tying the brand to one product.
- Best when: you want a unique, ownable shape and are not a literal-product business (Nike's swoosh, Pepsi, Chase, Adidas' trefoil).
- Watch out for: an abstract shape has no automatic meaning, so it needs a clear concept and consistent use to become memorable.
- Pro tip: abstract marks are among the least common — which is exactly why a strong one stands out.
5. Mascot
A mascot logo is an illustrated character that becomes the face and voice of the brand.
- Best when: you communicate often with a community or family audience and want warmth and personality (KFC's Colonel, Michelin's Bibendum, Mailchimp's Freddie).
- Watch out for: mascots need a full set of rules — poses, expressions, cropping, and simplified versions — and can feel dated if not maintained.
- Pro tip: design a simplified, single-color version from day one for small placements.
6. Combination mark
A combination mark pairs a wordmark or lettermark with a symbol, locked together but also usable separately.
- Best when: you want both name recognition and a compact icon, and you are still building awareness (Adidas, Burger King, Lacoste, Doritos).
- Watch out for: the parts must each hold up alone; a system should define when to use the full lockup, the symbol, and any stacked or horizontal variants.
- Pro tip: this flexibility is why it is the most practical starting point for most new brands.
7. Emblem
An emblem encloses the name and imagery inside a badge, seal, shield, or crest — the oldest logo form.
- Best when: a contained, crafted, or official feel suits the brand, and it lives on packaging, uniforms, or signage (Starbucks, Harley-Davidson, BMW, the NFL).
- Watch out for: fine detail is the main risk — an emblem that looks rich large can collapse when reduced, embroidered, or shown as a favicon.
- Pro tip: plan a simplified variant for small sizes from the start.
The seven types at a glance
| Type | Uses | Best when… | Real examples |
|---|---|---|---|
| Wordmark | name only | the name is short and distinctive | Google, Coca-Cola, FedEx |
| Lettermark | initials only | the full name is long | IBM, HBO, NASA |
| Pictorial mark | symbol only | you want cross-language recognition | Apple, Target, Shell |
| Abstract mark | symbol only | you want an ownable, flexible shape | Nike, Pepsi, Chase |
| Mascot | character | a friendly, expressive voice fits | KFC, Michelin, Mailchimp |
| Combination | name + symbol | you want both, and can split them | Adidas, Burger King, Lacoste |
| Emblem | name in a shape | a contained, crafted feel suits | Starbucks, Harley-Davidson |
Which type of logo is right for you?
Work through it in order:
- Is your name short and distinctive? A wordmark can carry it. If the name is long or formal, a lettermark gives it a compact signature.
- Do you need a reusable icon for app tiles, avatars, and favicons? Add a symbol — which points you to a combination mark, the most flexible default for a new brand.
- Do you want the symbol to stand alone one day? A pictorial (literal) or abstract (invented) mark can, but plan to run it beside the name until it earns recognition.
- Is character central to your brand voice? A mascot builds warmth — at the cost of more rules to maintain.
- Do you want a contained, official feel for packaging or signage? An emblem delivers it — just design a simplified version for small sizes.
Whatever type you pick, run the same test before you commit: does it stay clear at favicon size and in one color? A mark that survives both will work everywhere. This is where elaborate emblems and detailed mascots most often fail — and where simple wordmarks and combination marks win.
The short answer
If you are unsure, start with a combination mark: it works as a full lockup, splits into a wordmark or symbol as needs change, and covers the widest range of real placements. From there, learn the parts of a logo so you can build a proper system, then make yours step by step.
Try a few logo types on your name — it's freeFrequently asked questions
How many types of logos are there?
Seven are widely recognized: wordmark, lettermark, pictorial (symbol) mark, abstract mark, mascot, combination mark, and emblem. Some guides split these further into nine or ten, but the extra categories are usually variations of these seven.
What is the most common type of logo?
Combination marks and wordmarks are the most common. Combination marks are popular because they pair a name with a symbol and can be split apart; wordmarks suit short, distinctive names.
Which type of logo is best for a small business?
A combination mark is usually the safest choice. The wordmark builds name recognition while the symbol gives you a compact icon for app tiles, avatars, and favicons — and you can use either part on its own as the brand grows.
What is the difference between a wordmark and a lettermark?
A wordmark sets the full brand name (Google, Coca-Cola). A lettermark compresses a longer name into initials or a monogram (IBM, HBO). Use a lettermark when the full name is long or hard to fit.