The Types of Logos

Lettermark

This format features logos that highlight the initial letters or abbreviations of brands. It is a simplistic type and is widely used by companies with long, compound, generalist names or

names that are difficult to memorize. Well-known cases of brands using this type of logo include IBM (International Business Machines), EA (Electronic Arts Sports), CNN (Cable News Network), and the CNA language school network (Cultural Norte Americano).

Symbol or Icon 

In this format, companies forego any text to be represented by a visual symbol. It may seem simple, but the choice for this model must be very well planned. After all, as soon as the consumer lays eyes on the symbol, they should automatically associate it with the brand in

question. Brands like Microsoft, Apple, Shell, and Firefox have achieved this feat. Indeed, this type of logo tends to work better with global companies.

Wordmark 

The wordmark is a type where only the name of the company, brand, or product is used as the logo. This logo typically uses a unique and customized font for the brand represented. For example, if you notice the typography of Coca-Cola being used to write another word, you might make the association with the soda brand. Other companies that use the wordmark include Sony, Google, Disney, and Canon. Note that they have strong, expressive names that are difficult to forget.

Combination Mark 

In this style, texts and symbols are combined to form a logo. This is one of the most used formats in the world, and it's not hard to see why, as the same logo carries two sources of brand recognition. Want some examples? Look at Adidas. You can easily recognize the company just by the typography of its name, the three characteristic stripes of the logo, and, of course, the combination of the two elements. Other famous brands that use the combination

mark include Amazon, Dove, and Lacoste. Notice that the names of the companies appear above, below, or beside the icons. Another point to analyze in this type is that, although it is more complex to set up, it is more versatile for combining visual and textual elements, i.e., it allows for greater creativity in its design. The combination mark is an interesting style for smaller companies because with more graphic components, it becomes easier to distinguish from other brands.

Emblem

 Finally, we have the emblem. It is quite similar to the model highlighted in the previous topic. While texts and symbols complement each other in the combination mark, here, the name or abbreviation of the company is inserted within the graphic icon. This is a format where all elements are integrated into a single emblem. This makes the design more compact and useful for being printed on smaller advertising materials. However, care must be taken with the design of this type, as the company name needs to remain legible within the emblem. Football clubs,

stamps, and governmental organizations are examples of institutions that constantly use this style of logo. In addition to them, some well-known brands also adopt this format, such as Ford, Nivea, Lego, and Brahma.