What is a logo? Definition and Different Types of Logos

What is a logo?

A logo, in its simplest form, is a purposeful visual representation of a company, organization, or brand. It is often the first thing that comes to mind when people think about a brand or branding, making it one of the most recognizable and significant aspect of a brand’s identity. Designing your brand’s logo should be a careful, thoughtful process to ensure it encapsulates your company’s essence, values, and unique offerings and qualities.

Types of Logos

There are 3 broad categories that define a logo and at least 7 different specific treatments/styles:

1. A logotype, which is a typographic logo treatment and can be the full name of the business (wordmark), a monogram or lettermark
2. A logomark, which does not include the business name and instead is an abstract symbol, pictorial image, mascot or emblem
3. A combination mark, which uses both a logotype and logomark (a lot of brands will have some form of a combination mark)

As you can see, there are various outcomes for your final logo. The specific kind you choose will depend on the industry, main uses of the logo, and sometimes personal preference. Here are a few examples:

• Mascot logos are common in the food, sports, and insurance industries.
• Luxury brands often use logotypes, especially monograms.
• Tech companies tend to prefer abstract logo marks, wordmarks, or a combination of both.
• Companies that exist mainly as apps usually prioritize pictorial or abstract logomarks (think about all the app “icons” on your phone).
• Companies with a lot of historical significance may be more likely to use emblems.
• If your business name is really long, you may want to shorten it into a lettermark, like IBM or NASA, or prioritize an abstract or pictorial logomark.

Logo Flexibility

Logos can range from being simple to more complex — as long as it is versatile and adaptable to work in different sizes and placements. In our highly dynamic world, every modern business should be ensuring their logo is capable of maintaining its integrity across various applications, from digital platforms to print, from large billboards to small promotional materials, and everything in between.

The Connection Between Your Logo and Brand Identity

A logo has potential to be more than just a single image or design. When a logo is designed well, it not only appeals to your audience, but also serves as a vessel that encapsulates the visual elements of your brand identity, leading to the exploration of other core assets like patterns, accent graphics, color schemes and more. This does not mean that a logo is the same as a brand identity, but that it can help you further develop your brand identity.

Importance of Understanding Different Types of Logos

Understanding the type of logo you want and how to identify different kinds makes choosing a designer much easier. Some designers are more experienced with certain types of logos and less with others. By knowing this, you can look at a portfolio and see if their skills match your desired outcome.

For example, I prefer creating combination logos. This gives my clients the flexibility to use just their logomark, logotype, or both together, depending on the application. I also specialize and focus my attention on abstract or somewhat pictorial logomarks. Abstract symbols often evoke diverse feelings and interpretations, serving as a foundation for further design expansion.