Logo Styles Explained: How to Choose the Best Logo for Your Brand

Wordmark, icon, monogram, mascot… Find the perfect fit for your brand!

You are starting a business and want to imagine what the logo would look like but you have no idea how to find it or explain it to a designer… And this is a huge decision! Your logo is more than just a pretty design that you like —it will become the face of your brand. It sets the tone, creates recognition, and tells your audience what to expect from your business. A good brand strategy and brand designer would help you choose the right logo but it is always important that you, as the business owner, are informed of the possibilities and the different logo styles out there.

So, what are the different types of logos, and which one suits your brand best? Let’s break it down!

Wordmark Logos or Logotypes

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Wordmark Logos or Logotypes 1 |

Wordmark logo designed for ConSeo, a digital marketing agency

Think Google, Coca-Cola, or Visa. A wordmark logo is all about typography —your brand name becomes the main design element. These logos work best when your business name is unique, short, and easy to remember. And what is the key to this type of logo style? Choose the right font and play with spacing, colors, and stylish tweaks to the typography to reflect your brand’s personality and uniqueness.

A wordmark logo style works really well for startups, tech companies, fashion brands, and any business with a distinctive name that wants quick and effective recognition as directly as possible.

Lettermark Logos or Monograms

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Lettermark Logos or Monograms 2 |

Monogram using the business initials: DWK

If your business name is a bit too long, a lettermark —aka monogram— logo might become your best friend. Brands like IBM, HBO, and NASA simplify their identity by using initials in a sleek, memorable design. The typography does the heavy lifting here, so it’s essential to choose a font that aligns with your brand identity, personality, and target audience: modern, classic, playful, or sophisticated.

I would recommend this logo style for businesses with long names, corporate brands, law firms, consultants, and elegant fashion brands that use the designer’s name.

Icon, Symbol or Brand Marks

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Icon, Symbol or Brand Marks 3 |

Bull icon designed for In Munis

Sometimes, an image says it all. Think Apple’s apple —duh— or Twitter’s bird —rest in peace. These logos don’t rely on words but instead use a recognizable symbol to represent the brand. They work well for established companies with strong brand awareness. However, if you’re a new business, you may need to pair it with a wordmark for recognition, at least at the beginning of the journey.

This logo style is widely used in tech companies, lifestyle brands, and businesses looking for a minimalist, universal identity.

Combination Logos

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Combination Logos 4 |

Logo combined with an icon and a wordmark for Birdie Box

Why choose between text and imagery when you can have both? That’s what a combination logo delivers. This logo style blends a wordmark with an icon, giving the business the flexibility to use them together or separately. Some good examples from established brands that use combination logos are McDonald’s, Adidas, or Doritos. This is a great choice if you want a versatile logo that works across different platforms and branding materials. It is important to have a well-developed and explained visual identity to make sure the logos are used and implemented correctly.

If your business is a startup that wants versatility and to build brand recognition, this type of logo is perfect for you.

Emblem Logos

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Emblem Logos 5 |

Who said that emblems have to be boring?

Emblem logos are a classic choice when it comes to picking a logo style because they give off a prestigious and timeless feel. They often include text inside a badge, crest, or shield, making them popular among schools, government organizations, and heritage brands. Harley-Davidson and Starbucks are prime examples of emblem logos. If you want a logo for your business that exudes tradition and authority, this might be the way to go!

This style is recommended for universities, schools, coffee shops, car brands, and luxury businesses.

Mascot Logos

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Mascot Logos 6 |

A dog and a cat as a mascot? Say no more!

Fun, friendly, and full of personality —mascot logos feature illustrated characters representing a brand! KFC’s Colonel Sanders, or the Michelin Man are prime examples of how a mascot can become the brand itself. This logo style creates strong brand associations and emotional connections with the target audience thanks to the humanization of the illustrated mascot. If you want to appear approachable and engaging, this is a fantastic option to consider.

I would recommend a mascot logo for family-friendly businesses, sports teams, and food brands.

Bonus Tips: Choosing the right logo style for your brand

Still unsure which style suits your brand? Here are a few quick tips to make it easier:

• Consider your brand personality

  Is your brand modern, playful, elegant, or authoritative? Your logo should reflect that.

• Think about scalability

  Your logo should look great on business cards, websites, and billboards alike.

• Keep it timeless

  Trends come and go, but a strong logo stands the test of time.

• Work with a professional designer

  A well-designed logo is an investment in your brand’s success.

No matter which logo style you choose, the key is to make it yours. A great logo tells a story, builds trust, and sets you apart from the competition. And if you need help creating the perfect logo for your brand, let’s chat! I specialize in crafting logos that bring your vision and your brand strategy to life. Take a look at my logo design service for more information or contact me today using the form below!