What Is a Logo?

A logo is used in a variety of different ways. The most simple definition is that it’s an identifying symbol that helps consumers differentiate between two or more products, brands, etc. A logo can be a graphic such as a drawing, painting, photograph, or illustration; it can also be an object such as the word Apple or PEPSI.

Logos are one of the first things people see when they come to your business. The better the logo, the more likely people will be interested in what you have to sell.

There are many different types of logos, each with its own unique style and corresponding best use. Finding which logo suits your business often involves analyzing your company’s industry and desired image.

Here are five types of logos and the type of business best suited to using them:

1. Words (Wordmarks)

This is probably the most common type of logo. A wordmark simply uses the brand name as the logo itself. Some examples: FedEx, Nike, Google, and Pepsi are all well-known wordmarks.

The advantage of this type of logo is that it’s instantly recognizable. However, unless the name is very well known, there’s a chance people won’t know what business you’re in or assume you’re in a different industry. The disadvantage of a wordmark is that it takes up a lot of room and often doesn’t look good on small items like business cards or print pieces.

Which business should use a wordmark?

Wordmarks are best suited to companies with a well-known and established name. In fact, unless you’re the first in this industry, people won’t even call it your logo; they’ll just refer to it as the company’s name.

2. Typography

This logo is also known as a typographic logo because it uses fonts to communicate the brand’s name. Examples of this type of logo include BMW, Bic, Colgate, and Microsoft.

One great advantage of a typography logo is that you get to keep your name. If the typeface doesn’t work out, you don’t have to discard the whole design, just some text.

Which business should use typography?

These logos are best suited to companies that are well known and look good in written form. This type of logo is also best for companies with a lot of product lines or where the name changes depending on the product. Example: Wedding planners, party planners, etc.

3. Abstract Logos

An abstract logo uses a simple design or symbol to represent the company’s name or product. Sometimes an abstract logo is the same as a wordmark, but in other cases, it uses symbols unique to the business. Such as the Intel logo.

These logos can help convey the company’s identity and are appealing because they don’t take up too much room on a business card or product tag. One advantage of an abstract logo is that it’s flexible, meaning you can use it in many different ways. For example, if your logo is a flag, you could use it in different fonts and colors to represent different client types.

Which business should use abstract logos?

These logos are best suited to companies that want a simple, attractive graphic but don’t have much space. They are also a good choice for businesses that want to offer something unique or upscale. Example: Non-profits and other organizations with specific audiences would probably do well with a logo like this because it’s more about the image than just about the name itself.

4. Signature Logos

This type of logo is similar to a wordmark but uses an illustration, drawing, or other graphic to make it more recognizable. Examples: Apple and Pepsi.

There are no problems with using a signature logo because your name is still visible, but what you really like about this type of logo is that you can use it in different formats. A good example would be the original Mickey Mouse logo used back when he was just an animated character for Disney. If a Disney character is your business name, you could use it as a signature logo or in various fonts to communicate various messages. People would recognize it immediately and then be able to associate the business with the characters themselves.

Which business should use signature logos?

These are often great logos for companies that want to be pitched in articles, commercials, and magazine ads, but they don’t want people to think they’re just cartoon characters. Another good example would be a business that uses a product or mascot that people instantly recognize. This can help to build a profile and recall for the business.

5. Pictograms

A pictogram doesn’t use text but instead relies on pictures to communicate the company’s name and products. Pictograms are used in situations where there may be language barriers, so it’s essential to design them well so consumers can still recognize your business. Examples: UPS and FedEx.

Pictograms are often a great choice for businesses that don’t have a lot of space because the logo can be very simple. Pictograms are also very flexible in that they can be used to illustrate any kind of image. For example, if your business is an auto repair business, you could use a picture of a wrench to represent its services.

Which business should use Pictograms?

Pictograms are often the best choice for companies that want to be recognized in written and spoken form. These logos may not be as versatile as abstract logos because a pictogram can be easily replaced with any other kind of design. Pictograms are also suitable for businesses with one product line or brand.


Choosing the best logo is crucial in establishing your company’s image and identity. Your logo is your identity, and you need to make sure that it’s strong and memorable. You also need to make sure that it communicates the message you want people to associate with your business. There are many different styles of logos out there, so before pursuing a design for your company’s logo, you should sit down and think about what you’re trying to communicate.