A logo is an image that symbolizes your business.
What does your logo says about yours?
Monogram logos or lettermarks are logos that consist of letters, usually brand initials. IBM, CNN, HP, HBO… Noticing a pattern, yes? They’re the initialisms of a few famous businesses with rather lengthy names. With 2 or 3 words to remember, they’ve each turned to using their initials for brand-identification purposes. So it makes perfect sense for them to use monograms—sometimes called lettermark logos—to represent their organizations.
A pictorial mark (sometimes called brand mark or logo symbol) is an icon—or graphic-based logo. It’s probably the image that comes to mind when you think “logo”: the iconic Apple logo, the Twitter bird, the Target bullseye. Each of these companies’ logos is so emblematic, and each brand so established, that the mark alone is instantly recognizable. A true brand mark is only an image. Because of this, it can be a tricky logo type for new companies, or those without strong brand recognition, to use.
Similar to a lettermark, a wordmark or logotype is a font-based logo that focuses on a business’ name alone. Think Visa and Coca-Cola. Wordmark logos work really well when a company has a succinct and distinct name. Google’s logo is a great example of this. The name itself is catchy and memorable so, when combined with strong typography, the logo helps create strong brand recognition.
Abstract logo marks
An abstract mark is a specific type of pictorial logo. Instead of being a recognizable image—like an apple or a bird—it’s an abstract geometric form that represents your business. A few famous examples include the BP starburst-y logo, the Pepsi divided circle and the strip-y Adidas flower. Like all logo symbols, abstract marks work really well because they condense your brand into a single image. However, instead of being restricted to a picture of something recognizable, abstract logos allow you to create something truly unique to represent your brand.