Logo glossary
We put together a simple logo glossary for everyone who’s unsure what to call which symbol. Walk through the 8 basic logo types with us.
In the design world we keep bumping into the same thing — everyone talks about the same idea, just with different words. Naming logos is actually easy once you know what you’re looking at. Let’s go through the eight basic types and give them their proper names.
Types of logos
A logo is a brand’s most important and most-used visual shorthand. But careful — a logo isn’t a brand. It’s more like its face: it represents the brand and works in harmony with its overall look and behaviour.
1. Abstract mark
A symbol without typography, also called a logomark. It has no concrete real-world reference — it works more as an emotive, purely visual expression of the brand.
Examples: Nike, Mitsubishi, Pepsi, National Geographic.
2. Pictogram
Unlike an abstract mark, a pictogram is clearly recognisable. It has a real-world reference and usually points directly to the brand’s name or essence.
Examples: Apple, Shell, Twitter, Air Jordan.
3. Letter mark
A graphic treatment of the first letter of your brand name can make a great logo — as long as it’s original and recognisable enough. Thanks to its simplicity, a letterform works well even at small sizes and as an icon.
Examples: Netflix, Facebook, McDonald’s, Motorola.
4. Wordmark
A logotype or wordmark is a graphic treatment of the brand’s full name with no other symbols. Either a bespoke typeface or a professional font fine-tuned to the last detail.
Examples: Coca-Cola, Vans, Tesla, Lego.
5. Monogram
A lettermark is based on an abbreviation of a longer name. It suits brands that are better known by their initials than by their full name.
Examples: IBM, NASA, HBO, NY.
6. Combination mark
A combination of a symbol (logomark) and the name (logotype or lettermark). It contains both — so you recognise the brand by the symbol as well as the name.
Examples: Red Bull, Škoda, Instagram, adidas.
7. Mascot
A mascot is more of a historical solution today — because of its complexity, companies tend to opt for simpler forms. But it still lives on, mainly in food, on packaging and with fast-food chains.
Examples: Michelin, Pringles, KFC, Monopoly.
8. Emblem
An emblem highlights a brand’s history and tradition. But the crest and its detail run into trouble at small sizes, so it’s often impractical for digital.
Examples: Starbucks, NFL, Harley-Davidson, Warner Bros..
