Branding guide · 12 Nov 2026 · 6 min read
Types of logos: wordmark, lettermark, emblem and more
Logo types are tools, not a ranking. The right one depends on your name, the places the logo will appear and how well known you already are.
The short answer
The main types of logos are wordmarks (the name in styled letters), lettermarks (initials), pictorial marks (a recognisable picture), abstract marks (a shape with no literal meaning), mascots, emblems (a name inside a badge) and combination marks (symbol plus name). Choose by the length and distinctiveness of your name, the smallest place the logo must fit and how much recognition you have.
The main types of logos at a glance
Seven types of logos are commonly described, and real logos often mix them. The terms vary: a wordmark is also called a logotype, and a lettermark a monogram. The table gives the working definitions used in this guide.
| Type | What it is | Suits | Watch out for |
|---|---|---|---|
| Wordmark | The business name set in letters, often customised | A short, distinctive name | Long or generic names, and plain lettering that looks like everyone else's |
| Lettermark | Initials only | Long names that people shorten anyway | Anonymity, and clashes with other sets of initials |
| Pictorial mark | A recognisable picture, such as an object or animal | Businesses that want a symbol able to stand alone in time | Literal pictures are common, and the symbol means little until people learn it |
| Abstract mark | A shape that does not depict a thing | A symbol that is unique and carries no fixed meaning | It has no built-in meaning, so it needs exposure to be recognised |
| Mascot | A drawn character | Family, food, sport and community brands | Needs good drawing, several poses and a clear fit with the audience |
| Emblem | The name inside or around a badge, crest or seal | Heritage, craft, schools and clubs | Detail disappears at small sizes |
| Combination mark | A symbol with the name | Most businesses starting out | Needs layouts in which each part can be used alone |
Wordmark vs lettermark
A wordmark spells out the name. A lettermark compresses it to initials. The choice between them is mostly about the name. A short, distinctive name such as Lantern Street Coffee, an invented name, can sit alone as a wordmark, and the lettering does the work of character. A long name with many words, such as Harrow Finch and Partners Accountants, also invented, becomes unwieldy in small spaces, and a lettermark is a natural shortcut.
Initials suit a business whose customers already use them. They are a poor fit when the letters mean something else in your market, when they are hard to say, or when the business is new, because an unknown set of letters tells a stranger nothing. A lettermark nearly always needs the full name beside it at first.
Before you commit, say the initials aloud and see if they sound like a word. Check them against other businesses in your field. If you write the name in more than one script, such as Latin letters and Arabic or Japanese, check how the initials or the shortened form work in each.
Pictorial, abstract and mascot marks
A symbol has to be earned. A drawn picture or shape starts with no meaning except what the drawing suggests. Symbols that people recognise without the name are usually the result of long, steady use alongside good drawing. For a new business, a symbol on its own is a bet that you will have enough exposure for it to stick.
A simple test helps. Cover the name and show the symbol to a handful of people from your target audience. If they cannot tell you what the business does, or even guess, the name has to stay beside it for now. That is not a failure. It only means the symbol is a supporting part of the logo.
A pictorial mark is easier to read than an abstract one, because the picture hints at a meaning. It is also easier to confuse with others, since many businesses in one field reach for the same pictures. An abstract mark is more likely to be unique, but a designer has to give it character with form and colour. A mascot works when a character is central to the brand and when the business can commission enough artwork in different poses to use it in many places.
Emblems and badges
An emblem places the name inside a frame, such as a crest, a seal or a round badge. The look suggests tradition and craft, so it is common for breweries, schools, clubs and makers of physical goods. It is also the type most likely to fail at small sizes, because the frame, the lettering and the central picture compete for space.
If you choose an emblem, ask for a simplified second version with less detail for small uses, and check the full version on the real surfaces where it will appear. Embroidery, engraving and screen printing all lose fine lines.
Combination marks and lockups
A combination mark pairs a symbol with the name. It is the most common type for businesses starting out, because the name does the explaining while the symbol builds familiarity. The arrangement of the two is called a lockup. Most designers supply a horizontal lockup, a stacked one and the symbol alone for tiny spaces.
The test of a good combination mark is that the parts can separate without looking broken. The name should stand on its own when the symbol is removed, and the symbol should look finished on its own when the name is dropped. If either looks like a missing half, the design is less flexible than it seems.
How to choose a logo type
Work through these questions in order, and write the answer to each.
- How long is your name, and how distinctive? A short, distinctive name suits a wordmark. A long name points to a lettermark or a symbol. A generic or descriptive name usually needs a symbol to give it character.
- What is the smallest place the logo must go? If it is a profile picture or an app icon, you need something that survives in a small square. Detailed emblems struggle there.
- What do logos in your field look like? Decide whether to fit the category's expectations or stand apart from them, and make that choice on purpose.
- How well known are you? An unknown business needs its name visible. A well-known one can lean on a symbol.
- Where will the logo be printed or stitched? Surfaces with limits favour simple forms.
- Will the business change? A symbol tied to one product may need replacing when the range grows.
On a business card the logo is often smaller than people expect, and a wide wordmark and a tall emblem fit the card differently. The guide to business card design basics shows how layout and logo shape interact. If you are still unsure, ask the designer to show two different types in the first round, and to explain why each might work.
Can you change logo type later?
Yes, and many businesses do. The common paths are a wordmark that gains a symbol, a combination mark that drops the name once the symbol is known, an emblem that is simplified, and a lettermark that returns to the full name when the business reaches people who do not know the initials.
A change of type is a smaller job than a full rebrand if the name, colours and tone stay put, because customers keep the same cues. It still touches every place the logo appears, from signs and packaging to documents and profiles. The rebranding checklist lists what changes and what stays the same, and it is a useful list to read before you decide how far to go.
Choosing with a designer
Say in your brief which types you are considering, or leave it open and ask for recommendations. The guide to writing a logo design brief shows where this goes. The logo is only one part of a brand, and the guide to brand identity vs logo vs branding explains how the pieces fit. Liftup's article on what its client projects taught about websites, apps and branding looks at branding next to websites and apps.
No logo type is automatically easier to protect as a trademark. Protection depends on how distinctive the mark is and on the country, so ask a trademark lawyer before you commit to a design. If you want help choosing and drawing a logo, the branding service page describes what Liftup Technologies offers.
Related guides
- Branding and logo design
- Rebranding checklist what changes and what stays the same
- What our client projects taught us about websites apps and branding
- Brand identity vs logo vs branding
- Business card design basics
- Logo design brief how to write one
Questions and answers
What are the main types of logo?
The seven usual types are wordmark, lettermark, pictorial mark, abstract mark, mascot, emblem and combination mark. A wordmark is the name in letters, a lettermark is initials, and a combination mark pairs a symbol with the name. Many real logos blend two or more.
How do I choose a logo type?
Start with your name. Short and distinctive suits a wordmark, long suits initials or a symbol, and generic usually needs a symbol. Then consider the smallest place the logo must fit, how well known you are, what rivals use and whether the business will grow into new products.
Can I change logo type later?
Yes. Common changes are adding a symbol to a wordmark or dropping the name once a symbol is recognised. If the name, colours and tone stay the same, customers keep their cues. Plan for every place the logo appears, from signs to online profiles.
Is a wordmark better than a lettermark?
Neither is better in general. A wordmark suits short, distinctive names, while a lettermark helps when a name is long and customers already use the initials. A lettermark usually needs the full name beside it until the business is well known.
Do I need a symbol as well as my name?
Not always. A distinctive name in well-drawn letters can be enough. A symbol helps when the name is generic, when the logo must fit small squares, or when you want something that can stand alone later. Symbols take time to be recognised.
Which type of logo is easiest to trademark?
No type is automatically easier. Protection depends on how distinctive the mark is and on the law in each country, and rules change. Ask a trademark lawyer or the official trademark office before you commit to a design.
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