Which Logo Type Is Best for Your Brand?

Growing your brand isn’t easy. To stand out, you need to have personality, character, and impact on your current and potential customers. Whether you’re selling products or services, your new business needs to find its place first in the industry to be successful.

One of the best ways to help your brand get noticed is by using a logo. Logos are more than just images you place on your product or your website. You have to understand that logos are crucial elements of your brand, and you need one to get your business noticed. They’re your first point of recognition during the foundation for the branding of your company. A brand with a well-designed logo can quickly gain the trust of its potential customers.

But choosing a logo is easier said than done. Selecting the correct logotype for your business is the first step to success. In this article, we’ll help you find the best type of logo design for your new business. The following are some of the common types of logos successful brands use today:

The Wordmark

A wordmark logo is usually comprised of a design that includes the brand’s acronym, product name, or company name. Wordmark logos usually rely on unique typography to express the brand’s identity. Since most of these logos have no graphic elements or images, the company name or product name becomes the brand’s logo itself.

Many brands use wordmark logos because it’s more identifiable and straightforward for the customer - this is the perfect type of logo if you want people to remember your brand name more easily. Unlike other types of logos, they’re also more timeless and need only minor changes over time. Wordmark logos are best for new brands and businesses that don’t have a huge following. Some of the popular brands that use wordmark logos are Netflix, Google, and Amazon.

The Letterform or Lettermark

These are logos that use the company name’s initials. These are used only by companies that already have a huge following or existing brand recognition. These logos are one of the easiest to remember and are the best in streamlining any business or brand with a very long name.

Letterform logos are great for companies with brand names that exceed 15-12 letters or have three or more words. However, they’re not recommended for new businesses that may need more recognition in the industry. Some examples are NASA, HBO, CNN, and IBM.

Symbol or Icon

These logos are perhaps the least used type of logo and the most tricky to make. Symbol logos should be able to stand on their own without the company name. The symbols used should be figurative and illustrative — and highlights a product or a service the business sells.

Symbolic logos expresses the idea that “a picture is worth a thousand words”. It can symbolize many things like your brand’s values, your product’s strength, or your company’s visions. In the top 100 companies, only around six companies implement this type of logo. Most startups and new brands also stay away from this kind of logo when defining their brand. Some of the best examples of companies that use symbol logos are Apple, Youtube, and Twitter.


Combination logos are comprised of symbols and text combined. Small businesses often use these logos because they provide visuals and text, making brand names easier to remember. Popular brand examples that use combination logos are Burger King, Adidas, and Starbucks.


Emblem logos are just like combination logos because they include both symbols and texts, but unlike combination logos, emblem type logos appear more enclosed in one graphic. They resemble badges or seals and look great when embroidered on clothing or items.

However, emblem logos are not very good in terms of design. Most emblem logos do not present well in smaller sizes. They can also be presented in only one form of identity, giving them very little flexibility in printing. We often find emblem logos in automobile industries and sports brands.


These logos are meant to convey ideas and is often known for their ambiguity. They’re designed to create curiosity among their viewers. Most abstract logos are highly conceptual and aren’t easily recognizable. The symbol can be anything that may or may not mean anything about the brand. It uses shapes, forms, and colours.  When done right, abstract logos can be great for uniqueness and originality. Modern and digital brands often use abstract logos. 


Mascot logos uses images of the brand’s mascot to create a visual representation of the business. These logos are part of a marketing strategy that helps brands retain their warm and friendly character that kids and families can relate to. Often used by family-friendly brands such as fast-food restaurants and toy brands whose advertising revolves around their brand mascots. Perfect examples are companies such as Wendy’s, KFC, Monopoly, and Pringles. 

So, Which Logo is Best For Your Company? 

Choosing the right logo for your band will ultimately depend on what you sell or what service you offer to your consumers. The important thing to remember is that your logo should reflect who you are as a brand.

Brands with short names will often succeed in wordmark logos because of their simplicity. However, you must consider the font and colour. When choosing a font, make sure that it reflects your brand’s personality well.  

For brands with longer names, lettermark, symbolic, and abstract logos are the best choice. Just make sure that the logo symbol or images will rightfully represent your brand values and services.

Perfect mix of technology and creativity

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