The 3 Types Of Logos

Which Is Right For Your Brand?

When you think about branding, the first thought that might come to mind is your logo.

And while your logo isn't the first thing you need to create, it is an essential element of any business.

But first you have to understand the personality, position and essence of your business to create a logo that is just right.

There are 3 distinct types of logos that are regularly used for businesses:

1. Logotype/Wordmark

2. Combination Mark

3. Icon/Symbol

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A logotype or wordmark is a text only version of your company name. Occasionally it will incorporate a graphic detail, such as the patterns in the logo for Kerrageous or the triangle in the Annex below.

Fonts come in almost every shape, size, and style imaginable, (check out my blog post about this topic here) and they have the power to ignite an emotional response in your audience.

Although, there are times when the right font doesn’t exist, and in those cases we create a new one, as we did for Fun Love Photography below.

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Combination Marks are logos that incorporate text and an icon to represent the brand. You can integrate the text and graphic or the icon can be separated from the company name as shown in the 3 designs below for our clients the good partnership, the Dr. Lisa Watson or The Study Studio logos.

These companies can use their icons as a stand along graphic, although they won't be quite as recognizable as Nike or Apple!

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An Icon or Symbol logo is a simple graphic symbol that represents the company in an abstract way. This style of logo can’t be used by the average business though!Nike can use just the swoosh and everyone knows exactly who they are!When my son was 2 and a half, he saw an Apple store logo, pointed and said ‘mommy’s computer’! Now that’s brand power!

Starbucks is an interesting case too, as the company only recently removed their name from their icon. Now the green siren can stand on it’s own 2 ‘fins’ and be recognized around the world without the Starbucks name attached to it.

The point here, is that an icon or symbol as a logo will succeed when it is the result of a brand evolution!

At Lab Creative, we understand that every business is different. We take the time to discover your brand’s unique personality, position and essence before we start the design process.

Our Brand Camp methodology ensures the type of logo we create, aligns with who you are and speaks directly to your dream clients.

Develop your Brand Messaging through Brand Camp. LEARN MORE.