We’ll explore 7 logo design families for your inspiration.

Be inspired by these 7 logo design families

The former president of IBM, Thomas Watson Jr, highlighted the ROI and power of branding and logo design when he said, “Good design is good business”. Maybe you plan to launch or rebrand your business and appreciate the importance of a standout logo.

After all, an effective logo will say so much about your company or organisation when you’re not in the room. It can communicate your offer and ethos on your website, business cards, brochures and more locations. It will help to steer your ideal customers or clients towards your products and services. Also, view our blog What to call your company/brand? for top tips.

Here to provide inspiration and award-winning design expertise, we have created this guide to explore seven of the best-known logo design families.

1. Lettermark logos

This type of logo design is an effective shortcut to achieve brand recognition in today’s fast-paced world. A lettermark logo features the business’ initials and is a successful way to condense lengthy company names using design.

Examples of this logo design family include:

• CNN
• BBC
• H&M.

The effect of lettermark logo design

Highly memorable, these types of logos have created a shortcut for consumers to mention them more easily. Lettermark logos have become so recognisable that people will often prefer to say the abbreviated form than the business’ name. This works well for companies that want to remain at the forefront of the public’s mind but fear their title is unfashionably long.

2. Wordmark logos

Favoured by many iconic brands, a wordmark logo usually features the entire business name creatively presented in a unique font. This easily recognisable font choice should reveal the essence of the brand and stand out in a crowded marketplace.

Examples of this logo design family include:

• Coca-Cola
• Google
• Sony.

The power of wordmark logo design

While there are similarities between wordmark and lettermark design, this first logo family of designs can capture the public’s attention. Why? Because they are usually short and distinctive business names. This increases brand recognition, as consumers see the brand name whenever they look at the logo.

Much like colour, the look of different fonts can suggest the company’s standing within an industry. Here, Coca-Cola’s traditional font denotes its long-established heritage in the drinks sector.

3. Pictorial marks – aka logo symbols

You might sometimes hear this logo design family referred to as a ‘brand mark’. Representing the brand in one recognisable picture, a pictorial mark logo contains a graphic.

Examples of this logo design family include:

• WWF
• The Olympic Games
• Apple.

The potential of pictorial logo design

With enough exposure, this text-free icon is a significant brand asset. The true litmus test is whether it successfully reminds viewers of the company behind it. For this reason, it’s predominantly adopted by huge multinational companies and organisations. They have already built a strong following and can be recognised in a moment.

4. Mascot logos

These character-based logos attract attention and embody a brand’s spirit. Acting as a brand mascot, spokesman or ‘cheerleader’, they appeal to families and audiences who appreciate fun designs. Logos in this category can help build rapport and trust.

Examples of this logo design family include:

• Pringles
• Quaker
• Kellogg (Tony the tiger).

The effectiveness of mascot logo design

Often perceived as a brand you can trust, the businesses mentioned above have made extensive use of their mascot to endear themselves. New businesses can also gain appeal when they infuse their logo’s character with their brand’s playfulness. Mascots also appeal to family audiences and consumers or clients with a sense of humour.

5. Abstract logos

Businesses and organisations that adopt this logo design family share one common characteristic. Each utilises geometric shapes and lines, meaning there are endless opportunities available – so these brands can truly look unique. The sky’s the limit.

Examples of this logo design family include:

• Airbnb
• Spotify
• Google Drive.

The uniqueness of abstract logo design

This logo design family helps businesses differentiate themselves from other logos, allowing the designer to create something specific to that brand. Many abstract logos include the brand name somewhere beside the icon to make sense of the design to those seeing this core brand element for the first time.

6. Combination mark logos

A prospective consumer or client will be left in no doubt of who is represented when they spot a combination mark. Marrying the brand’s name with the icon, usually placed below the image itself, they are a great tool for launching or rebranding a company.

Examples of this logo design family include:

• Toblerone
• Pizza Hut
• Puma.

The clarity of combination mark logo design

Few will wonder which business a combination mark relates to, even if a brand merges or chooses a new visual identity. Their two-part design allows business owners to pivot, reacting to market changes and customer demand.

7. Emblem logos

This branch of logo design can signal that your products and services are high-end. An emblem’s hallmark is its shape, including crests, badges or shields. The brand name usually appears within the design to create an unforgettable symbol that consumers will remember.

Examples of this logo design family include:

• Harley Davidson
• The University of Oxford
• BMW.

The elegance of emblem logo design

You may have noted the prestige of the brands given as examples here. Indeed, many luxury, academic and automotive businesses prefer to elevate their brand in this way. This logo design family is one of the most longstanding conventions and may resemble a coat of arms.

Find the right logo design for your needs

As the graphic designer and art director Steven Heller once said, “The logo is an identifier but it’s also something that stands in for who you are”. At thefingerprint, we know how to capture your brand’s values and personality. Simply view our latest projects for branding examples.

Contact us or email design@thefingerprint.co.uk for a no-obligation discussion. We will walk you through the design process to craft a modern logo that exceeds expectations.

 

If you found this helpful then you should also read Trademarking a logo – how to and is it worth it?, Why a Brand is Important and Why It’s Not Just a Logo, and 5 Logo design trends expected to be huge in 2024.