Not all logos work the same way. Choosing the right type of logo is one of the first and most important decisions in building a brand — and the wrong choice can hold a business back for years.

Quick answer: The seven main types of logos are wordmarks, lettermarks (monograms), pictorial marks, abstract marks, mascots, combination marks, and emblems. The best choice depends on your name length, industry, and how you’ll use the logo.

The 7 types of logos explained

1. Wordmarks (logotypes)

A wordmark spells out the full business name in a distinctive typeface. It builds name recognition fast — but only works when the name is short and memorable. Think Google or Coca-Cola. A strong wordmark lives or dies on its custom logo design and typography.

2. Lettermarks (monograms)

A lettermark uses initials instead of the full name — ideal when a business name is long or hard to remember. IBM, HP, and NASA all rely on lettermarks for instant, compact recognition.

3. Pictorial marks

A pictorial mark (or logo symbol) is a literal, recognizable image — Apple’s apple, Twitter’s old bird. It’s powerful but demanding: an icon-only logo needs enough recognition for people to connect the symbol to your brand, so it suits established names.

4. Abstract marks

An abstract mark is a custom geometric symbol that doesn’t depict anything literal — the Nike Swoosh or the Pepsi globe. It lets you convey a concept or feeling without being tied to a single object, which makes it flexible across products.

5. Mascots

A mascot logo is an illustrated character that becomes the face of your brand — the KFC Colonel, the Michelin Man. Mascots create personality and connection, which is why they’re popular with family, food, and sports brands.

6. Combination marks

A combination mark pairs a symbol with text — like Adidas or Burger King. It’s the most versatile type: you get the recognition of an icon and the clarity of a name, and you can separate the two as the brand grows. For most new businesses, this is the safest starting point.

7. Emblems

An emblem places the name inside a symbol, badge, or seal — Starbucks, Harley-Davidson, most universities. Emblems feel traditional and authoritative, but the detail can make them harder to scale down to small sizes.

Which type of logo is right for you?

• Short, distinctive name? A wordmark or combination mark.
• Long or initials-friendly name? A lettermark.
• New brand building recognition? A combination mark gives you flexibility.
• Want personality? A mascot.
• Traditional or official feel? An emblem.

If you’re unsure, start with a combination mark — and work with a designer who can show you options across types. See how the right choice comes together in professional logo design.

Frequently asked questions

What are the main types of logos?
The seven main types are wordmarks, lettermarks, pictorial marks, abstract marks, mascots, combination marks, and emblems.

What is a logo mark?
A logo mark is the symbol or icon part of a logo (pictorial or abstract), as opposed to the text/wordmark part.

Which type of logo is best for a small business?
A combination mark is usually safest — it pairs a memorable symbol with your name and stays flexible as you grow.

What’s the difference between a wordmark and a lettermark?
A wordmark spells out the full name; a lettermark uses only initials or a monogram.

Can I use more than one type of logo?
Yes — many brands have a primary combination mark plus a standalone icon and wordmark for different uses (favicon, signage, social).

Find the right logo type for your brand

The right logo type is the foundation of a brand that lasts. Get professional logo design from The Business Toolkit, or explore all our design services.