When most businesses think of a logo, they’re actually thinking of a brand mark. But in actuality, there are five basic different types of logos.
Icon, Symbol or Brandmark is the type of logo that most people think of when they think “logo.” It is a symbol that is designed and customized specifically for a business. And it is probably the most expensive type of logo to have made because it takes someone highly skilled to be able to design a simple yet unique and memorable representation of a company. Apple’s logo is a good example of a brandmark.
Wordmark or logo type is a logo made up of words, usually the company’s name. The font(s), color(s) and style used in the wordmark are important and should reflect the company’s brand, visual branding and voice/tone. Google’s logo is a good example of wordmark. This is actually the most common type of logo. It is the kind of logo I use myself.
Lettermark or monogram is similar to a wordmark, but is made up of letters or initials associated with the company. Again, branding, visual branding and voice/tone are important when it comes to choosing the fonts, colors and style of a lettermark. IBM is an example of a lettermark.
The fourth type of logo is one where one or more of the above logo types are combined. Starbuck’s logo is an example of a combined wordmark and symbol.
The last type of logo is one that is an emblem or badge. These types of logos usually take on a vintage or retro feel to them because they are the oldest types of logo and brandmarks used and were often seen on printed material and packaging. The Harley Davidson logo is a good example of an emblem or badge logo.