The 9 types of logos (explained and with examples)

A summary of the types of logos used in the marketing and advertising world.

In popular language we usually use the words "logo" and "logotype" as if they were synonyms or, rather, as if the former were a contraction of the latter, even though they are not the same.

Logotypes are one of the types of logos that exist, visual representations of company names that are used so that, as soon as we see them, the first thing we think of is what the organization is called and what it does.

Here we will discover the main types of logos that exist. we are going to discover the main types of logos that companies use so that their potential clients identify them quickly and impress them, also giving them a certain mark of distinctiveness.

The main types of logos

The term "logo" comes from the Greek word "logos" which literally means "word". Logos in the marketing world can be defined as graphic or symbolic representations of brands, whose mission is to identify the company behind it, but never to promote it.. The logo of a company is a visual clue that helps customers to remember the brand.

When we hear the word "logo", we are sure that many artistic representations of brand names and symbols that identify them come to mind. It is not surprising, since logos are a key element for every brand, if not the protagonist. Thanks to it, the target audience quickly identifies the company through its name and graphic representation.

Although the terms "logo" and "logotype" are used in common language indiscriminately, the truth is that they are not the same thing. Logos are logos, but not all logos are logos.. In fact, there are different types of logos depending on their visual characteristics and whether they use words or acronyms as identification support. Below we will see in more detail what are the four main types of logos and, also, some of their subtypologies.

1. Logotypes

Logotypes (from "logos"; word and "typos"; model, engraved character) are simply words written in an artistic way, making them memorable and representative of the brand. Logotypes use typographies or word compositions to define themselves.

Examples of logos can be found in the logos of Coca-Cola, Google, Kellogg's, Telefónica, Kodak, Disney and Zara.

2. Isotypes

Isotypes (from isotype: International System of Typographic Picture Education) are symbols or graphic representations intended to highlight some meaning, value or concept of the brand. are intended to highlight some meaning, value or concept of the brand, constituting the most iconic part of the graphic representation of the brand..

Since they are mostly based on images rather than on letters or words, it takes some time and consistency of use to make the audience learn to identify the brand behind them. When this is achieved, the isotype, as soon as it is seen, makes the customer recognize the brand at a glance, without the need for words in between.

Examples of isotypes can be found in brands such as Shell, Nike, Apple, Twitter, McDonald's, Firefox and Chrome.

Within the isotypes we find the following categories.

2.1. Monogram

A monogram ("mono", one and "grama", letter; "which is written with simple letters") is a construction formed from the union and interlacing of several initials creating a unit..

Monograms are among the oldest logos because of their simplicity in making them, Charlemagne's signature being one of them. They can also be found outside the marketing world, as for example in livestock farming, shoeing cattle and marking them with the owner's identity.

Examples of companies whose logo is a monogram (as long as the full name does not appear next to it) are LG, Volkswagen, New Yorker and GUCCI.

2.2. Anagram

Anagrams ("ana", forwards and backwards; "grama", letter) use letters or syllables of the name of the entity represented in an artistic way, generally using contractions to avoid confusion.They are especially useful for brands whose names are very long and that seek to provide a quick and effective impact on the customer.

Examples of anagrams are: FedEx (Federal Express), Inditex (Industria de Diseño Textil), renfe (Red Nacional de los Ferrocarriles Españoles) and ONCE (Organización Nacional de Ciegos Españoles).

2.3. Acronym

In Latin "sigla" means abbreviation. It is a more radical form of an anagram, in which the name of the company is further contracted..

The acronym differs from the anagram in that its phonetic articulation is more complicated and has to be read letter by letter. The initials of the brand name are usually used in a legible form to facilitate its reading and assimilation.

Examples of isotypes in the form of acronyms are HP (Hewlett Packard), HBO (Home Box Office), H&M (Hennes och Mauritz), IBM (International Business Machines Corporation), BBC (British Broadcasting Corporation), EA (Electronic Arts) and P&G (Procter & Gamble).

2.4. Initial

Isotypes in the form of initials are not very mysterious. These logos consist simply of the first letter of the brand name, which will compose the corporate identity of the brand..

It is used as a synthesis resource and it is a quite risky but effective strategy if the brand behind it is widely known.

A logo in the form of an acronym that we can find is the S of SEAT.

2.5. Signature

Nowadays, the signature as a brand logo is not very common. However, the few brands that dare to use it manage to give a certain air of authenticity to their organization.

Its handwritten or "script" style generates a more intimate feeling with the company.It is therefore relegated to personal brands or those bearing the founder's name.

Among the signature isotypes we find Pepe Jeans, Picasso, Thierry Mugler, Ray Ban and Paul Smith.

2.6. Pictograms

Pictograms (from "picto", to paint and "grama", letter) are constructions that synthesize some concept that works well as a brand image..

They can be designed figuratively, representing something real schematically, or abstractly, referring to values or sensations associated with the use and consumption of your services and products.

Some pictograms are used by Twitter, Apple, Renault, Mercedes Benz, Peugeot and Whatsapp.

3. Imagotipos

Imagotypes ("imago", image and "logos", word) are the result of the combination of a logotype and an isotype, that is to say, it is the union of the name of the company together with a drawing or other artistic element that defines it.

They are characterized for being constructions composed of a textual element accompanied by a symbol, and both must be in perfect balance and harmony in order to be aesthetically pleasing.They are two divisible elements of the logo, although they constitute two divisible elements of the logo.

The typographic part, that is, the logotype, is clearly separated from the more iconic part, but both combine well and enhance the identification of the brand in those customers who do not know it yet.

Some examples of imagotypes can be found in the logo of several brands (as long as the name and the drawing appear together) such as Amazon, Santander, Lacoste, Puma, Carrefour, Spotify and Adidas.

4. Isologos

Finally we find the isologos. These, like the imagotipos, consist of the union of a logotype and an isotype, but in this case these two parts are combined in an indivisible way.. Here, the word and the image would not work separately. The graphic representation of the text is very well integrated in the image, so much so that it acts as a symbol as well.

Examples of isologues are the logos of Burger King, NASA, Starbucks, Harley-Davidson, Danone, Chupa Chups and Häagen-Dazs.

Which logo is the best?

Actually, there is not one type of logo better than the other, but one more adequate according to the popularity of the brand.. For example, in recent years, well-known companies such as Apple, Nike or Pepsi have been joining others in making practically all their advertising campaigns and other communications using only their isotype. As these are organizations whose products are known worldwide and whose logos could even be considered part of pop culture, they no longer need to resort to written words to be recognized.

However, if a brand has just been founded and is not yet well known, the isotype is not the best logo to use. In the beginnings of many large companies, they were always identified with something that had the written name of the company, either in the form of a logotype or an isologue, the latter being a very good option to make people become familiar with our brand by associating the name with a drawing. Once a certain popularity has been reached, the written support can be dispensed with or incorporated by creating an imagotype.

Whatever type of logo is chosen to identify the brand, it must be clear that it will require a lot of time, money and resources to get the target audience to receive it and learn it. It is also important to keep in mind that today, in a world where new technologies bombard us with all kinds of brand names, people are exposed to many different brand names, people are exposed to many symbols and if you are not original enough, your logo can go unnoticed and be ignored..

Although it is preferable to start using a logo without the pictorial element, there are some exceptions. An example of them is in case our brand has a very long name, in which case it is preferable to use an isotype in the form of acronyms or anagrams. If, on the other hand, the name of the company is very short, a logo or an isotype in the form of a signature or with the complete name drawn in a striking typography may be used.

Regardless of the type of logo we choose, it is always very important to pay special attention to the legibility of the logo. special care to legibility. Everything that appears in the logo must be easily readable by the public, since we must not forget that a logo is intended to become the quick and effective way of recognizing us as a company. People should find it easy to read the logo and associate it with what we do.