Guide · Updated November 2026
Types of logos: 7 logo styles with real examples
Every logo falls into one of seven types: wordmark, lettermark, pictorial mark, abstract mark, combination mark, emblem or mascot. Below, each type is defined in plain terms, with advice on when to use it, well-known brands that use it, and real examples from the 1,600+ curated logos on Logosystem.
Key takeaways
- There are 7 main types of logos: wordmark, lettermark, pictorial mark, abstract mark, combination mark, emblem and mascot.
- Wordmarks and lettermarks are typographic; pictorial and abstract marks are symbols; combination marks and emblems mix both.
- A combination mark is the most flexible choice for a new brand, because the symbol and the name can later be used separately.
- Pure symbols (pictorial or abstract) work best once a brand is already recognizable without its name.
- Emblems and mascots carry strong personality but need simpler variants for small sizes like favicons.
- Animated logos are not a separate type: they add motion to one of the seven types for digital use.
- 1.
Wordmark
A wordmark (or logotype) is a logo made only of the brand name, set in a distinctive typeface or custom lettering. There is no separate symbol: the typography itself carries the identity.
When to use a wordmark
Use a wordmark when the name is short, memorable and is the asset you want people to remember. It suits new brands that need name recognition, and names that are easy to read at small sizes.
Famous examples: Google, Coca-Cola, FedEx and Visa all use wordmarks.
Wordmark examples from Logosystem
BOLT
by Koto
NORTON
by Koto
Solflare
by Ragged Edge
Mindful Chef
by Ragged Edge
NORTHZONE
by Ragged Edge
MoMA
by MoMA Brand Identity / Pentagram
Browse more: wordmark logos
- 2.
Lettermark
A lettermark (or monogram) is a logo built from a brand's initials or a single letter rather than the full name. It condenses a long or hard-to-pronounce name into a compact typographic mark.
When to use a lettermark
Use a lettermark when the full name is long, when the company is already known by its initials, or when you need a mark that fits small spaces like app icons and favicons.
Famous examples: IBM, HBO, CNN and Louis Vuitton (LV) are classic lettermarks.
Lettermark examples from Logosystem
Examples are logos our tagging classifies as lettermarks; the Letterform category is broader and also includes symbols built from letters.
NP
by Pentagram
D7
by ABBA
The Huntington
by Base Design
HumanKind
by Damian Chmiel
Remono
by Jack Watson & Alexis Métayer
æthera initiative
by Clarence Vardah
Browse more: letterform logos
- 3.
Symbol / pictorial mark
A pictorial mark (or brand symbol) is an icon based on a recognizable object, such as an animal, a plant or an everyday item. It represents the brand without any words.
When to use a symbol
Use a pictorial mark when the brand is established enough to be recognized without its name, or when you need a strong icon for products, apps and social avatars. Choose the image carefully: it will shape how people read the brand.
Famous examples: Apple's apple, Target's bullseye and the former Twitter bird are pictorial marks.
Symbol examples from Logosystem
Surfer
by Dom
Hotel Park Ave NYX
by Colt
Ghost
by Dmitri
Bloom
by Nikita
Hatch Golf
by Koen
Abstract Oak Tree Logo
by vastard studio
Browse more: symbol logos
- 4.
Abstract mark
An abstract mark is a symbol made of geometric forms, lines or shapes that do not depict a real object. Its meaning comes from the brand rather than from a literal picture.
When to use a abstract mark
Use an abstract mark when you want a unique, ownable symbol that can work across languages and markets, or when the product is hard to illustrate literally (software, finance, infrastructure).
Famous examples: The Nike swoosh, the Pepsi globe and the Chase octagon are abstract marks.
Abstract mark examples from Logosystem
Deezer
by Koto
Perplexity
by Smith & Diction
Eye
by Szymon
Silo
by MANSOOR
Shell
by Szymon
OperUp
by Ab studio | Brand Designer
Browse more: abstract logos, geometric logos
- 5.
Combination mark
A combination mark is a logo that pairs a symbol with a wordmark, placed side by side, stacked, or integrated together. The two parts can usually also be used on their own.
When to use a combination mark
Use a combination mark when the brand is new and you want to build recognition for both a name and a symbol at the same time. It is the most flexible option for a full identity system.
Famous examples: Mastercard, Lacoste, Burger King and Doritos use combination marks.
Combination mark examples from Logosystem
SONATA
by Little Plains
Uniqode
by Koto
Marshmallow
by Ragged Edge
PAGER
by Alexandr Socoloff
Calendly
by Smith & Diction
Instagram
by Koto
Browse more: symbol & text logos
- 6.
Emblem
An emblem is a logo where the name is set inside a symbol or shape, such as a badge, crest, seal or shield. Text and image form a single, enclosed unit that is not meant to be separated.
When to use a emblem
Use an emblem when you want a sense of tradition, authority or craft: schools, sports clubs, breweries, coffee and outdoor brands. Keep detail in check, as emblems can lose legibility at small sizes.
Famous examples: Starbucks, Harley-Davidson and the NFL shield are emblems.
Emblem examples from Logosystem
Examples are logos tagged as emblems or with the Shield & Badge shape.
Haus
by Dom
Startline Pain & Injury
by Jen Nash
Dopha
by Smack Bang
The Panama Hotel
by James Coffman
Cracker Barrel
by Cracker Barrel
Barrier
by Unmoth
Browse more: shield & badge logos
- 7.
Mascot
A mascot logo is an illustrated character, often a person or an animal, that acts as the face of the brand. It gives the brand a personality people can relate to.
When to use a mascot
Use a mascot when you want a friendly, approachable brand, for example in food, games, sports or products for families. A mascot works well across stickers, packaging and animation, but usually needs a simpler companion mark for small sizes.
Famous examples: KFC's Colonel Sanders, the Michelin Man and Mailchimp's Freddie are mascot logos.
Mascot examples from Logosystem
Our tags have no dedicated mascot label, so these examples are character-based marks tagged Animal or Human & Face with a playful or friendly mood.
boop
by Isaac B.
Cool Cat's
by Rashmi Sajjan
Human
by Wesley Bancroft
Etopia Coffe Roasters
by Yossi Belkin
Bugg
by Seachange
Fello
by Bold
Browse more: animal logos, human & face logos
Bonus: animated logos
An animated logo is a logo designed to move: letters draw themselves, shapes assemble, or the symbol reacts to the interface. It is not an eighth type so much as a layer on top of the other seven, used in product intros, websites, video and social media, always alongside a static version for print and small sizes.
Browse more: animated logos or the animated logo category.
Logo types compared
A quick reference to the seven types of logos and what each is best for.
| Type | What it is | Best for | Example |
|---|---|---|---|
| Wordmark | The full brand name in custom type | Short, distinctive brand names | Google, FedEx |
| Lettermark | Initials or a single letter | Long names or brands known by initials | IBM, HBO |
| Symbol / pictorial mark | A recognizable object as an icon | Icon-first brands, apps and products | Apple, Target |
| Abstract mark | Non-literal geometric shapes | Tech, finance and global brands | Nike, Pepsi |
| Combination mark | Symbol + brand name together | New brands that need flexibility | Mastercard, Lacoste |
| Emblem | Name enclosed in a badge or crest | Heritage, sports and craft brands | Starbucks, Harley-Davidson |
| Mascot | An illustrated character | Friendly, community-driven brands | KFC, Michelin |
How to choose the right type of logo
Start from the name. If it is short and distinctive, a wordmark may be all you need. If it is long, consider a lettermark. If you need an icon for an app, a product or a social avatar, look at combination marks first: they give you a symbol and a name that can be separated later. Keep pure symbols, emblems and mascots for cases where the brand already has recognition, or where personality and heritage matter more than flexibility.
Whatever you choose, test it at very small sizes (a 16 px favicon) and in a single color. For data on which types and styles are most common today, see our logo design trends report.
Find examples of every logo type
Browse 1,600+ curated logos and filter by type, style, color and industry. Free, no account needed.
Explore the galleryFrequently asked questions
What are the main types of logos?
There are seven main types of logos: wordmarks (the brand name in custom type), lettermarks (initials), pictorial marks (a recognizable icon), abstract marks (non-literal shapes), combination marks (symbol plus name), emblems (name inside a badge or crest) and mascots (an illustrated character).
What is the difference between a wordmark and a lettermark?
A wordmark spells out the full brand name, like Google or FedEx. A lettermark uses only the initials or a single letter, like IBM or HBO. Lettermarks suit long names; wordmarks suit short, memorable ones.
What is a combination mark?
A combination mark pairs a symbol with the brand name, as in Mastercard or Lacoste. Both parts can usually be used separately, which makes it the most flexible logo type for a growing brand.
What is an emblem logo?
An emblem logo places the brand name inside a shape such as a badge, crest or seal, so text and image form one unit. Starbucks and Harley-Davidson are well-known examples.
Which type of logo is best for a startup?
Most startups choose a wordmark or a combination mark. A wordmark builds name recognition with a single asset; a combination mark adds a symbol that can later stand alone as an app icon or avatar. Pure symbols tend to work once the name is already known.
Is an animated logo a separate type of logo?
Not exactly. An animated logo is usually one of the seven types brought to life with motion, for websites, videos and social media. It complements a static version rather than replacing it.
Explore more on Logosystem: the logo gallery, logo design trends, the best logo inspiration websites, or animated logos.