Logo types: which one to choose? Classification and examples


There are characteristics that the types of logos must have and that will guide you in order to design the ideal one for your brand. In the following paragraphs you will discover how to do it

The word logo refers to the graphic representation of your brand. Whether made up of words; or, with images or icons. The truth is that in the world of branding there are several types of logos that have the mission of identifying the brand.

Knowing them and knowing how to identify them will help you create the best one for your brand.

The 4 types of logos

We can summarize four main types of logo: logotype, imagotype, isologo and isotype.


It is composed solely of a group of words or letters, without images. That is, it does not refer to the icon or the symbol; but only to the words, to the fonts.

The truth is that it is the most famous, but its definition is not commonly known. Thus, it is used in an erroneous way to name all types of logos.

An example of a logo is Google.


It is the one composed of text and image. Both elements are separated, commonly the icon above and the text below, or the icon on the left and the text on the right. The order depends on each brand and precisely because they are independent, they have much greater freedom to form different compositions. For example, the Audi icon.


It is also composed of text and image. But it presents a difference with respect to the previous one. In an isologo, the image and the characters are united, it is the text and the icon merged, they cannot be separated. That is to say that the text is inside the image or the image inside the text. For example, the BMW icon.


The term comes to mean icon and/or image. Thus, they differ from other types of logos, since they do not include the name of the brand in letters. In this way, they are able to transmit and communicate what the brand means, and even what it is, without the need to mention it.

In the corporate field, the isotype is the visual synthesis that is attempted to make of the values, personality, character and principles of said company. An example is the Nike icon, which just by seeing it represents the brand.

They are divided into six classes:

Monogram: It corresponds to a variant of the logo, in which an initial or several initials are used intertwining some letters with others. The objective is to form a sign fused into a single unit. For example, the Volkswagen icon.

Anagram: It is a type of logo that refers to a word or phrase created by superimposing the letters of another word or phrase. For example: ROME – LOVE – OMAR – MORA – BOUQUET. It also refers to a symbol or emblem, especially the one made up of letters, which is why it bears a certain similarity with the monogram. He usually uses abbreviated forms to facilitate the way of naming the mark, when it is too long or difficult to apply in the graphic. For example, FedEx      

Initials: This type of logo, unlike the anagram, does not have a phonetic articulation, that is, it must be read letter by letter. On the other hand, in the anagram it is read as such since it is a new word. This type could be confused with the monogram, but there is an easily recognizable difference. The acronym does not try to create a symbol fused into a single unit, but the letters are well differentiated separately. For example, CNN.

Initial: In the case of a trademark, it is the first letter of a word or name. Which is used as a summary to quickly identify the person, company or entity in question. For example, the M of McDonald's.

Signature:  As we know, this is the name, surname or insignia that a person writes with his own hand. It is a type of logo that is used to give authenticity to a product and we can consider it as another variant of the logo. Currently it is used in high-quality or exclusive products or services. When you want to highlight the personality of a specific person, that is, when they are "author" products or services. But we also have examples of large companies that use signatures in their isotype, such as the case of Walt Disney.

Pictogram: It is a form of writing that uses figures or symbols. Let's say that a pictogram tries to express a word with a synthesized image. They are used in signage posters or as a figurative part of brands. This is due to its ease in crossing the limits of spoken and written language, as well as its high pregnancy. There are two types of pictograms:

  • Figurative pictograms: They aim to achieve a recognizable representation of reality. They are shapes that can be quickly associated with objects, animals, fruits, etc. As far as a trademark is concerned, the aim is always to find the maximum synthesis without losing meaning.
  • abstract pictograms: These are figures in which there is not (at least instantaneously) an evident relationship with reality. Thus, they are abstract forms, created by the sensations they produce; what matters here are the colors, shapes and compositions. In these cases, its strength and pregnancy usually reside in the purity of the geometry and/or in the intrinsic and subliminal meaning.

Reviewing this classification and being able to define what type of logo you want for your brand is one of the starting points. But we must not forget that it is an important job, which must contemplate the central aspects of your corporate identity.

Keys for the type of logo of your brand

Is there a recipe for the ideal type of logo? Although there are no determining points, nor a quick guide to follow, there are certain characteristics that all types of logos must have. These will guide you towards the best creation for the brand:

  • Consistent with the brand

A logo has to transmit the values of the brand and give a clear message about it.

It must synthesize as much as possible the essence and personality of a brand; that is, to be faithful to the identity. Thus, you must put emphasis when designing a good logo, and avoid taking paths that have nothing to do with the brand.

  • Simple on an aesthetic level

A good logo must be clean, follow a clear line and have no superfluous elements. This way it does not cause fatigue when viewing it and it is easier to observe. For this you can follow some guidelines such as:

-use few colors: it's easier to remember a simple logo that doesn't have more than three colors. Visually it will be more attractive and it has been shown that it is easier to memorize.

-readable fonts: Everything that includes the logo must be legible. Thus, you must use a clear, firm font that is easy to read. Do not forget that the ultimate goal of the logo is to identify the company, so the public should easily register it at first glance.

-subtlety: it is about not including excesses. The simpler, the easier to remember.

  • Memorable

A good logo must have pregnancy; that is, it must capture the attention and leave a mark in the memory of whoever sees it.

This feature is closely related to the first: simplicity; since a very ornate logo contains too many elements to retain. In the best of cases, it should be like love at first sight: with a simple glance it should be etched in the memory.

  • Only

Your logo must have some unique element that makes it stand out from the rest. This is not easy in a world with so many things already invented. But in design the key is to be different and unique within the sector.

  • scalable

When we say that a good logo must be scalable, we mean that it must be able to adapt to any size and format. In this way, it should be reproducible without losing readability. From a small embroidery, to a large poster on public roads.

Once again, this feature is very much related to simplicity. Since a logo overloaded with superfluous details, it is likely that it cannot be seen well when making small scales.

  • Lasting

This characteristic refers to the ability of the logo to be and remain over time. It must resist the changes of decades and new fashions.

  • Relevant

No matter the type of logo chosen, the design must be attractive to your target audience. That is why it is important to know and have defined the profile of your Buyer Persona or ideal client.

Choosing logo types and creating: a design task

The idea of the previous paragraphs is that you know what types of logos exist and how the creation of your brand logo is approached. In this way, you will have tools aligned to those of the designer.

That way, when you hire the professional to do this job, you'll be able to tell him what you want, and you'll know exactly what to expect from him. Just like we can be clearer and the result will surely be more satisfactory.

In short, knowing the types of logos will help you choose that element that will represent your brand. Its objective is to be remembered, therefore, it is important to know what type of logo it will be; and use time, resources and talent to create it. 

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