Different types of Logos

So abstract logos think outside the box, a lot of times they can use unusual shapes, lines and form and use these parts to develop a single image to represent their business. They have freedom in a sense as they’re not limiting themselves to a conventional and uniform idea of what is accepted as being relevant to the business.

Bluetooth technology, this logo named after a Danish King called Harold Blatant. Apparently, the man loved eating blueberries so much so that he had blue teeth. If this is true is another thing but also this logo is derived from the old Danish runes of H and B.

Symbols & Pictures
Symbolic logos match the more conventional and relevant to what you expect. They do so a clear and thoughtful way. They can still be deep and full of meaning but they will adhere to what you expect. If the company is called Apple then you get an apple. In no way to downplay the unique and insight that goes into the design. Symbolic logos like these are required to have a long degree of longevity therein lies one of the challenges as commitment is required. It can be difficult for a company without a long history to make an effective pictorial and symbolic logo.

The bite mark was left in the logo as otherwise, designers felt it would have just liked a cherry. The apple logo design really deserves a blog post of its own. I’ll include a few links at the bottom so you delve deeper!


A wordmark logo is one that focuses on a business’s name. So it’s a based heavily upon font and lettering choice. Think Coca-Cola. Wordmark logos work really well when a company has a short and snappy name.

The logo for Vans comes from the owner Paul Van Doren, it was designed by him too. The mark was designed as a stencil to be sprayed easily onto his skateboards.

Lettermarks (also known as monograms)
Similar to wordmark logos they are based upon smart choices with typography however the difference lies with the companies names. BBC, RTE, CNN, HBO are all prime examples. Notice the initial letters being used exclusively, this makes this choice of logo ideal for companies with long names. When you condense the name down to the initials then it gives you more freedom with the lettering. Simple is best.
The HBO logo has really been true to the simple is better ethos when it comes to their identity. They’ve had the one logo since 1980.

A mascot logo is an illustrated character that represents the company. They should like other logos to be relevant and connect to the target audience. He/She/It is the ambassador of the business. They should be really strong at representing the atmosphere and general mood of the company. Mascot logos are great for appealing to families and friends but as audiences develop they can always branch out to other markets too, like other logos they should be dynamic and relevant.


Mr Tayto here has been around since the 1950’s and for those of you not from Ireland, his crisps are better than Lays/Walkers. He is exactly what he looks like, an anthropomorphic potato man, welcoming and happy which resonates with families.


Exactly as the name suggests combination logos takes elements from wordmark, lettermarks, abstract or mascot. They can be tricky because borrowing from so many different areas can provide too much. However, when done successfully they can stand the test of time which is what a good logo must do. They do create a distinct and unique image and thus are easier to trademark.

This logo originated from the company owner René Lacoste who was given the nickname “the Crocodile” because of his tenacity when he was playing tennis.
Emblem (Crest)

An emblem logo tends to represent a company in a traditional appearance. Adhering to old-school look and feel but in a modern sense. Often the choice for schools and government agencies because they have a history to show and but paying homage to the past then they can bring them into the present and future too.

Origins of this logo date back to 1903 but didn’t use a logo until 1910. The logo and how it looks here was released in 2003 to celebrate the companies 100th year.

 I intentionally selected logos in black and white for a reason (with the exception of Mr.Tayto). In my opinion, it’s super important for a logo to work in black and white. If it doesn’t work in black and white it doesn’t work. Now with all rules, there are exceptions but to successfully break the rules, you need to understand them first. One area I on purpose didn’t discuss was colour. I’ll be covering that in another blog post.

So thanks for checking this out. Do you have any favourite logos you’d like to share or any thoughts? Feeback always welcome!


Mashable is a great stop for finding out more about anything design related.
Ian Paget runs a community and website and does loads of other stuff too! Very cool guy and Logo guru.
Counter-Print is an online bookstore and publishers specialising in art and design books. Founded in 2008 by Céline Leterme and Jon Dowling, Counter-Print is an independent British company which ships worldwide.

Author: smoran86

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