Logo Selection: Choosing the Right Logotype for Your Business

Sep 30, 2023Graphic, Good To Know0 comments

Choosing the correct logotype is essential.

This is the first thing, in setting your business apart from the competition and ensuring customers recognize you as a professional and reliable brand. A good logo will help create your company’s identity, which helps build trust with potential customers or clients. But what kind of logotypes are there, and which should you choose for your business?

The most common type of logo is text-based, typically containing your company’s name. This logo type helps customers identify who you are and quickly recognize your brand. Additionally, this logotype can be easily modified to include variations such as changing colour or font size to make it more unique and memorable.

Another popular logotype type is the graphical logo, which typically contains a symbol or abstract design representing your company. This type of logo can be combined with text-based to create an even stronger branding identity. Additionally, you can use this logo as a standalone image for marketing materials or websites.

But there are many different kinds of logotypes. In this article, we will make this clear, and it may help you when you create your new logo.

Types of Logotypes

You can choose from several logotypes, depending on your brand’s identity and the message you want to convey. Here is a list of the common logotype styles:

  1. Wordmarks (Text-based Logo): As mentioned above, this is a text-only logo, typically utilizing a unique font or typography to reflect the brand’s identity. It primarily contains the company’s name. Famous examples include Google and Coca-Cola.
  2. Letter marks (Monogram Logos): These logos are symbol-based but use the company’s initials instead of the full name, making them more compact. Some well-known examples are IBM, HP, and CNN.
  3. Brandmarks (Symbol or Icon): Purely graphic with no text, brand marks use a unique design, symbol, or icon to represent the brand. Apple and Twitter are perfect examples of such logos.
  4. Combination Mark: This combines a wordmark or lettermark and a brandmark. It can be effective in text and symbol forms, giving a brand flexibility in various applications. Examples include Adidas and Burger King.
  5. Emblems: These are logos enclosed within a shape, typically a circle or square. They often have a traditional appearance and are used by schools, organizations, or government agencies. Think of Starbucks or Harley-Davidson.
  6. Mascots are character-based logos that personify a brand, making it more friendly and approachable. Food brands, sports teams, or services for children or families often use them. Examples include KFC’s Colonel and Michelin’s Bibendum.
  7. Abstract Logo Marks: These are unique, non-representational symbols. They rely heavily on the design’s ability to evoke the specific feelings of the brand. An example would be the swoosh symbol of Nike.

Advantages and Disadvantages of Different Logotypes

Each type of logo has its own set of strengths and weaknesses. Understanding these can help you make an informed decision about the most suitable logo style for your brand.

  1. Wordmarks (Text-based Logo): The strength of a wordmark logo lies in its simplicity and straightforwardness. It’s instantly recognizable and directly associated with your company’s name. However, its drawback is that it may only stand out in a crowd with a unique and original font.
  2. Letter marks (Monogram Logos): These logos are compact and space-efficient, making them great for long-name businesses. Nevertheless, they can be less immediately recognizable to new customers since they rely on initials rather than the full business name.
  3. Brandmarks (Symbol or Icon): The major strength of brand marks is their visual impact and universal appeal, transcending language barriers. However, they can be risky for new businesses as they require brand recognition to be effective.
  4. Combination Mark: Combination marks offer the best of both worlds, providing visual imagery and text recognition. But, they may be complex and could lose detail when scaled down.
  5. Emblems: Emblems often seem professional and traditional, making them perfect for certain businesses. However, they can sometimes appear outdated and need more clarity in small sizes.
  6. Mascots: Mascots make a brand appear fun and approachable and are great for businesses targeting children or families. However, they may need to be suited for something other than corporate or luxury brands.
  7. Abstract Logo Marks: These logos provide the opportunity for unique and creative brand representation. However, they require significant marketing for customers to associate the abstract image with your brand’s identity.

Remember, the type of logo you choose should align with your brand identity and resonate with your target audience. Testing a few different logotypes before making your final decision is always a good idea.

Logotypes to Avoid for Certain Companies

While each type of logotype has appeal and strengths, it’s essential to understand that not every logotype fits all kinds of businesses. Certain companies might need to avoid specific logotypes due to their target audience, industry norms, or brand identity.

  1. Mascots for Serious Businesses: While mascots can make brands feel friendly and approachable, they often need to be more suitable for businesses aiming for a serious, upscale, or corporate image. Banks, law firms, luxury brands, or B2B companies should typically avoid mascot logos.
  2. Abstract Logo Marks for Small, New Businesses: Abstract logos need effective marketing and brand recognition. New or small businesses needing more resources for extensive marketing may need help establishing brand recognition with abstract logos.
  3. Emblems for Modern, Innovative Companies: The traditional and vintage feel of logos might not convey the modern, innovative image that tech startups, digital agencies, or creative companies want to project. Such companies may opt for more minimalistic and contemporary logo styles like abstract or combination logos.
  4. Letter Marks for Companies with Non-Descriptive Names: If your company’s name is non-descriptive or doesn’t abbreviate well, a letter mark logo may need to be clarified for your audience and convey what your company does.

You are choosing a logo that aligns with your brand identity and speaks to the nature of your company. Remember that your logo is often the first impression potential customers have of your business, so it should accurately represent who you are. With a suitable logo, you can create a memorable and positive first impression to help you stand out.


Choosing the suitable logotype for your company is essential as it will form the foundation of your brand identity. There are various types of logos, each with advantages and disadvantages. Understanding each logo style’s strengths and weaknesses before deciding is essential. Additionally, certain logos may be more suitable for some companies than others based on their brand identity, industry, or target audience. Ultimately, your logo should accurately represent who you are and make a lasting impression. With a powerful logotype, you can create an identity that will help you stand out.