logo types & design - Printable Version

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logo types & design - Manish Jain - 09-30-2018

All logos are built out of typography, shapes and/or images, and typically fit into one of these six standard logo types. 
Each will give your brand or business a different feel. 
These six types can also be combined with one another to create even more unique logos.

Abstract mark

An abstract mark is a logo that uses the emotive qualities of color and form to convey your brand. Instead of being a recognizable image like an apple or a chicken, abstract marks use shapes to represent your business.


Emblem
Emblem logos uses frames and shapes to enclose the company or organization name. Think badges, seals and crests.



Lettermark
Lettermark logos feature one or more stylized letters (for example, a company’s initials) to identify the brand. Famous lettermark logos include those for IBM, CNN, HP and HBO.


Pictorial mark or symbol

Pictorial marks and symbols are non-abstract, visual icons that represent your company name or service. You can see this with the Apple logo, the Twitter bird and the Target bullseye.

Mascot
Mascot logos rely on a character or brand spokesperson to represent a business. Famous mascots include Colonel Sanders, the Kool-Aid Man and Mr. Peanut.

Wordmark
A wordmark relies on custom typographic treatment of text to illustrate a brand. Think VISA, Google or Coca-Cola.

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