Types of Logos: How to Choose the Right One

Developing a logo is not just a branding step; it is a chance to tell your audience about your brand at first sight. The right type of logo can:

• Distinguish a company from competitors.
• Emphasize its character and unique qualities.
• Make the brand recognizable in a competitive market.

It is worth realizing that different logo design styles are suitable for different businesses and purposes. Let’s look at the different types of logos — their features, advantages, and notable examples — to help you make an informed decision.

Wordmark Logos: Brand Name Magic

Wordmark logos focus solely on the company name. There are no distractions here, just text. However, behind the apparent simplicity lies deep work:

• Choosing a font that conveys the brand’s emotions.
• Balancing elegance and memorability.
• Forming a clever composition to ensure the logo is both functional and visually appealing.

When to choose this logo style

All types of logos with names suit companies with short, catchy names that are easy to remember. If you want to highlight the brand name, a text logo is the perfect choice. One of the key aspects here is kerning — the correct letter spacing, which improves readability and creates harmony.

Experiment with line thickness and contrast to make your logo stand out from the crowd. It should be easy to read even at a quick glance, instantly attracting attention. Adding simple graphic elements can highlight the uniqueness of your brand and create a complete image.

For more guidance on selecting the perfect typography for your wordmark logo, read our article on “How to Choose a Logo Font“.

Prominent name-based logo examples include:

• Google: A perfect example of technological simplicity. The bright colors of the letters symbolize creative freedom and the company’s approach to innovation.
• Wix: Another example of a logo mark that uses a discreet font, conveying both the convenience and modernity of the product.
• Visa: The geometrically smooth font with a slant hints at speed and reliability.

Letterform logos: The Power of One Letter

Lettermark logos are commonly built around one letter of the brand name. They are minimalistic, but require deep development so that a simple sign can convey the entire company’s identity. This approach aligns with the definition of a lettermark logo, where the design focuses on the letters themselves. It is crucial to think through both the form and the context so that the logo remains recognizable.

For more ideas on simple yet striking designs, explore our guide on “How to Design a Minimalistic Logo“.

When to choose this logo format

A great choice for brands with long or complex names, large corporations use single-letter logo styles to create a strong visual connection to the brand while keeping it simple.

To design a memorable letter silhouette:

• Harness negative space: Add hidden shapes or subtle elements for a creative touch.
• Add unique details: Make your logo stand out while maintaining recognition.
• Check it in monochrome: Ensure the logo is effective and clear in black and white.
• Consider cultural context: Be mindful of how the chosen letter is perceived across different cultures.

Lettermark logo examples:

• McDonald’s: The iconic M-shaped Golden Arches are a visual symbol recognized by millions.
• Tesla: The elegant “T” in the form of a stylized highway symbolizes innovation and aspiration for the future of electric vehicles, becoming an icon of modern design.
• Netflix: The bright red “N” with a 3D effect instantly attracts attention and conveys the dynamism of the media platform.

To dive deeper into what makes a great logo, check out Adobe’s guide: What Makes a Great Logo?

Monogram logos: Elegant Abbreviation

Monograms are a logo style based on the use of the first letters of a brand name. They are elegant and are usually associated with premium or professional brands. A well-designed monogram logo instantly looks sophisticated and memorable, becoming iconic symbols of their time.

For more insights on why your logo is critical to brand success, read our guide on “Why a Logo Matters for Your Brand“.

When it’s appropriate

This type of logo is fitting for brands with a long name or for companies that want to create an exclusive, classic image. Such a logo can become a real work of art, combining calligraphy and modern design. Experiment with letterform interlacing to create unique shapes while maintaining a balance between legibility and decorativeness. Use classic serif fonts for a premium look.

Logo examples:

• HBO: Simple yet powerful design with large letters and contrasting black and white.
• Louis Vuitton: The two-letter monogram has become the epitome of luxury and elegance.
• Chanel: The intertwining of the two Cs perfectly reflects the understated aesthetic of the brand.

Symbolic logos: a Visual Accent

A symbolic logo, or pictorial sign, is a graphic image that represents a brand. Unlike text formats, such logos rely solely on the visual power of the image. This leads to the question: what is a pictorial logo? It can be:

• An element related to the company’s activities (e.g., an apple for Apple).
• An abstract image that is easy to remember and serves as a brand identifier.

When to choose

Suitable for brands that want to focus on visual identity in a digital environment. Symbols work well for international marketing. They are especially effective for companies aspiring to evoke a strong emotional response in their audience. In an era of information noise, they can instantly convey a brand message without words.

A pictorial mark logo is a great choice for brands whose target audience speaks different languages. When designing, aim for simplicity and recognition of the symbol, avoiding clichés and obvious solutions. Make sure the symbol is understandable to your target audience and check its scalability.

Symbol logo examples:

• Twitter: The famous blue bird has become a symbol of free speech and instant communication.
• Apple: The bitten apple is a minimalistic pictorial mark logo, but a powerful symbol of innovation.
• Nike: «Through the Winds» — a symbol inspired by the wing of a goddess — has become an icon of dynamism and movement.

Abstract Logos: The Art of Suggestion

Abstract logos are like miniature contemporary art: they don’t show the obvious, but instead create space for interpretation. These designs align with the concept of abstract logo marks, where the focus is on shapes, colors, and forms that convey meaning without relying on literal representation.

Whether it’s an intricate pattern reminiscent of a cosmic nebula or strict geometric shapes forming unexpected images, these logos invite viewers to explore and engage with creativity.

What is it suitable for

The peculiarity of this type of logo design lies in its ability to adapt to different cultural contexts and time periods. These logos are not tied to specific objects or phenomena, making them ideal for modern, forward-thinking brands.

In the era of globalization, this flexibility is especially valuable, as it allows a company to be understood anywhere in the world. When designing:

• Experiment with geometric and organic forms.
• Use color to enhance the message.
• Test different compositions to find the perfect balance.
• Aim for a design that is both simple and understandable to diverse audiences.

Famous abstract logo mark examples to note:

• Pepsi: a circle divided by a wave symbolizes the globe and energy;
• Microsoft: four multi-colored squares are windows to the digital world;
• Adidas: three stripes folded into the shape of a mountain represent overcoming obstacles.

Emblems: Heritage and Prestige

In the world of modern branding, emblems occupy a special place, serving as a bridge between classical heritage and modern trends. Among the various types of logos for branding, emblems stand out because they resemble ancient coats of arms, telling the story of an organization through carefully selected symbols, ornaments, and heraldic elements.

Who may need it

Despite modern trends toward minimalism, emblems remain relevant. This category of logos is in demand by:

• Luxury brands: Emphasizing heritage and exclusivity.
• Government and official organizations: Where rigor and authority are imperative.

An emblem functions as a visual seal of quality, carrying the history and values of the organization.

When designing different styles of these logos, focus on maintaining a balance between text and graphics so that the logo looks harmonious. For ease of use on different media, simplified versions of the logo should be created. In addition, symmetry helps give the emblem a finished look and underline its classic image.

Emblem logotype examples:

• Starbucks: The emblem with the siren in the center has become an icon of coffee and quality
• Harley-Davidson: The crest logo reflects strength and the spirit of freedom
• BMW: The legendary sign with the blue and white emblem is associated with premium

Combination Logos: A Symphony of Elements

This logotype design is like a visual jam session, where text and graphics create a harmonious duet. When it comes to branding, combination logos occupy a special place, offering maximum flexibility and expressiveness. They are like a good cocktail — all the ingredients complement each other. The symbol can highlight the meaning of the text or establish an intriguing contrast with it.

Who can take advantage of this type of logo

Designs come in many forms, and combination logos are especially effective for companies that need to convey multiple messages to their audience at once. They can:

• Reflect professionalism through typography.
• Evoke emotion through a graphic symbol.

This makes them an ideal choice for companies aiming to build a rich, multi-layered brand narrative across all platforms

First of all, prepare a clear hierarchy of different logo elements so that the design is readable and eye-catching. Develop a modular system, allowing it to be used in all logo formats without losing quality. Ensure adaptability so that the logo looks equally good on any medium — from a mobile screen to a billboard.

Make it memorable through the complex impact of visual and semantic elements. Provide the possibility of evolution, so that the logo can change along with your brand, remaining relevant.

Combination types of logos with examples:

• Starbucks: A mermaid surrounded by text recalls the brand’s marine mythology;
• Lacoste: A crocodile and text – a history of tennis and elegance;
• Lay’s: A bright yellow circle symbolizing the sun and a dynamic red ribbon with the name convey the joy and lightness of the brand.

Dynamic marks logo

These are chameleon logos that can change their shape, color, or structure while remaining recognizable. Dynamic logos, often created by embracing different logo designs, reflect the modern trend for flexibility and adaptability in branding. They are able to “breathe,” develop, and respond to the context, creating a live connection with the audience.

This is especially relevant in the digital environment, where user interaction is becoming increasingly personalized and interactive.

Who can find this logotype design relevant

Such designs can transform depending on the season, event, or even the user’s mood. These kinds of logos are ideal for creative brands, startups, media companies, and the entertainment industry, where it is essential to emphasize movement, flexibility, and constant development.

Establish a strong and recognizable foundation for your dynamic logo and its symbols so that it remains consistent even as it changes. Set clear guidelines for how it can transform across contexts and platforms while preserving key brand elements. Ensure that all versions of your logo communicate its essence and maintain the integrity of your identity. Aim for flexibility so that your logo can adapt and stay relevant without the need for a complete rebrand.

Learn how to make logos adaptable and future-proof in our guide on “Dynamic Logo Design“.

Dynamic marks logo examples:

• MTV: The iconic music channel has different logo designs with constantly changing textures and patterns;
• USA Today: a stylish circle that changes color depending on the news section;
• JW Marriott: a stylized griffin silhouette that adapts to different visual types of logo design while maintaining the elegance of the brand.

Make your own logo

More and more brands seek solutions that combine affordability and quality. The Turbologo online generator provides flexible functionality, making it easy to create a variety of logo designs with no hassle. With a wide range of templates and a user-friendly interface, crafting a professional logo takes just a few minutes.

Ready to design your logo? Explore Turbologo’s Logo Generator and get started in minutes.

How it works:

1. Enter the company name, area of ​​activity and slogan (if any);
2. Select the color scheme, icons and relevant logo options for the next step in logo generation.
3. Explore a wide range of all types of logos and pick one to further customize.
4. Export your finished logo in high resolution for immediate use.

Want to create a minimalist wordmark? Simply choose a suitable font and adjust the typography to your liking. Dreaming of an intricate emblem? Combine icons, symbols, and text into a seamless composition. Need an abstract logo? Experiment with geometric shapes and gradients to craft a modern and dynamic design.

With an extensive library of elements, flexible editing tools, and a drag-and-drop interface, Turbologo empowers you to create any logo type — from simple monograms to complex illustrative logos — all in just a few clicks.

Conclusion

When choosing between numerous types of logo styles, remember: the perfect logo is not one that simply follows the latest trends or copies successful competitors. Instead, it’s one that tells your story, resonates with your audience, and remains relevant for many years.

Don’t hesitate to experiment, mix different types, and listen to your intuition and creative vision. The ideal logo is a reflection of your brand’s unique identity and values, ensuring a lasting connection with your audience.

Victoria Maybach

Blog editor and content marketing specialist at Turbologo. Writing about Marketing and design. Victoria’s articles contain useful tips on how to build a brand and promote it online.