How to choose a logo for your brand or company

By Emma Healy on 17th of March 2023

7 different types of logos and how to choose the right one for your business

Whether you’re a start-up company or you’ve decided that it’s time to rebrand your established business, choosing a logo for your company might seem like a daunting task.

If you’re wondering how to choose a logo, check out our guide to the different types of logos before deciding on the best solution for your brand or business…

How to choose a logo that represents your brand

Branding is an important part of any successful business, and a logo is a key component of this. While logos are everywhere, truly memorable and meaningful logos are far less common.

A strong logo has the ability to represent a brand’s identity and set you apart from your competitors. It must also be memorable and work well when deployed across various different platforms - from online to print - as well as large or small.

What are the different types of logos?

Google ‘different types of logos’ and you’ll see them categorised in numerous ways. In this guide, for simplicity, we have loosely split logos into seven sub-categories.

Here’s an overview of 7 different types of logos and the optimal way to use them:

  1. Emblems

What is it? An emblem combines text - a name or slogan - with a symbolic image. Emblems often resemble a crest.

How? When creating an emblem it is important to think about usage at different scales. Intricate details may not work when displayed on the small screen of a smartphone or printed on a business card.

Best for? Emblems give your brand the benefit of a memorable icon along with a slogan to echo your story. They are ideal for a heritage brand and can be developed over time. Since the 1970s, the Starbucks logo has combined the iconic two-tailed siren - to represent the brand’s origins in Seattle - with various iterations of ‘STARBUCKS COFFEE’. Now the logo is recognisable without the name.

  1. Logo symbols (also known as brand marks)

What is it? A logo symbol is a graphic icon that reflects your brand’s identity, values, product or service. Or it can literally be your name, as with Apple’s iconic logo.

How? You need to consider what would best symbolise your brand to ensure that you are easily recognised by consumers.

Best for? A brand with a name or singular product type that lends itself to being illustrated with just a symbol.

  1. Word marks (also known as logotypes)

What is it? Wordmarks consist of the business name in a specific typeface, such as Coca-Cola.

How? It is crucial that you choose a typeface that echoes your brand and identity, so that it resonates with your target audience.

Larger brands often opt for a distinctive typeface, custom-designed especially for their logo, to reflect their style and ethos.

Best for? Brands with memorable names and an identity that aligns with a typeface.

  1. Monograms (also known as lettermarks)

What is it? Monograms are logos made of the company or brand’s initials, usually using distinctive typography.

How? As with wordmarks, it is important to choose a typeface that resonates with your brand.

Best for? Ideal for brands with longer names that want to be more memorable or easier to articulate. When brands have monogram logos they are more often referred to by their initials, e.g. NASA

  1. Abstract logo marks

What is it? An image-based logo that uses an abstract form rather than a real object - they are metaphorical as opposed to literal. They might be geometric in design but the colour and form creates a certain emotion in the prospective customer.

How? Because they are abstract, you can be creative and choose something that feels unique or that reflects a feeling associated with your brand, product or service.

Best for? Companies that have established a solid identity and have time and resources to consider the emotional response they are looking to achieve with their branding.

  1. Mascot logos

What is it? With this form of logo, an illustrated character acts as a visual representation for a business or brand’s identity, e.g. the Michelin Man or Tony the Tiger/Frosties.

How? Mascots need to appeal to the right target audience and be simple enough to replicate at various different scales.

Best for? Playful, fun brands. Engaging characters are ideal for connecting with customers, especially in adverts, on packaging and for social media marketing.

  1. Combination marks

What is it? This type of logo combines images with words. For example, a combination logo could consist of an icon with a wordmark.

How? Because combination marks are very versatile, you can create several versions for different usage, e.g. you can split the text and image for websites vs merch. It’s important that you have a cohesive combination.

Best for: Brands or businesses that are not all that established or well-known. They are an efficient way to build brand recognition by pairing a name with a visual symbol to enhance memorability.

We hope this has helped to clarify how to choose a logo that works well for your brand.


Need some expert guidance on choosing a logo for your company that works?

With competition for customers at an all time high, you need to ensure that your brand or business stands out from the crowd for all the right reasons.

Strong and consistent branding - starting with a memorable logo - is an essential part of your business identity.

Having earned a reputation as a trusted branding agency, here at Vooba we will work with you to craft a logo and branding that perfectly represents your business. To find out more about our creative design services, contact us today on 01798 667167.

(+44) 01798 667167