11 Types of Logos and How To Use Them (2026)

Logos can become intrinsically tied to your brand’s identity, and they may define a customer’s first impression—which is why the one you choose matters. There are 11 main types to consider: emblems, wordmarks, pictorial marks, letter marks, mascot logos, combination logos, abstract logos, dynamic logos, negative space logos, 3D logos, and letterform logos.

Some are so distinctive you’d recognize them anywhere, like Nike’s swoosh or the Coca-Cola script. Others stand out because of their design, and how simple or detailed you go can change how shoppers see your brand. A 2025 study in the Journal of Business Research found that simple logos make brands seem more competent, while more complex logos make them seem warmer.

Below, you’ll learn about the different types of logos, with real brand examples to inspire your own.

What is a logo?

A logo is a graphic used to visually symbolize your brand. Logos can be simple or complex, but they should always be identifiable to your customers (or potential customers). Many companies have multiple versions of their logo to fit different needs and contexts.

For example, you might have a horizontal version for use on your ecommerce site and a vertical version for use on stationery. Some logos are merely the company’s initials, while others incorporate symbols or images.

Some of the most recognizable logos in the world feature a mix of styles. Think about Apple’s simple depiction of an apple, Nike’s swoosh, and Coca-Cola’s decorative script font—they’re all very different, but instantly recognizable.

11 types of logos

1. Wordmark logos
2. Lettermark logos
3. Pictorial mark logos
4. Abstract logos
5. Mascot logos
6. Combination logos
7. Emblems
8. Dynamic logos
9. Negative space logos
10. 3D logos
11. Letterform logos

The 11 types of logo in this guide fall into three categories, based on what the logo contains:

• Text-based marks. These use only letters. Wordmarks or lettermark logos spell out the full brand name, letter marks use initials, and letterform logos use a single letter.
• Symbol-based marks. These use an image instead of words. Pictorial marks show a recognizable object, abstract logos use shapes or lines, and mascot logos feature a character, though some also appear with the brand name, like Michelin’s.
• Combined marks. These use both text and a recognizable symbol. Combination brand marks place them side by side, while emblems place the text inside the symbol.

Dynamic, negative space, and 3D logos are design techniques you can apply within any family. Here’s how all 11 compare:

1. Wordmark logos

A logotype is a text-based logo that uses the name of a company, usually in a unique font. They’re also sometimes called “wordmarks” because the term “logotype” is derived from the Greek words “logos” and “typos,” which together mean “word mark.”

You can create wordmarks using a variety of fonts, graphic elements, and colors. When you register a wordmark with the US Patent and Trademark Office, a standard character drawing protects the wording itself in any font, style, size, or color, while a special form drawing protects only the specific design you submit.

Potential limitations: A wordmark spells out your full name, so it needs more horizontal space than a symbol. A long name can be hard to fit in small spaces like favicons and social media profile pictures.

When to use a wordmark logo

Use a logotype design to build recognition around your brand name—particularly if your business has a memorable and catchy name.

Examples of wordmark logos

Coca-Cola

Coca-Cola’s famous logo is a good example of a logotype. The company used its name to create an instantly recognizable graphic that is now known throughout the world.

Flings

Canon

Canon’s wordmark spells out the brand name in bold red letters.

Flaus

Floss brand Flaus has created a logotype logo using a font that looks like teeth.

2. Lettermark logos (monograms)

A lettermark (also known as a monogram logo) is a type of business logo that uses letters—usually the initials of a company or individual—to create a memorable, straightforward symbol. Unlike logotypes, letter marks usually feature one or two letters and not the whole name.

The luxury brand Louis Vuitton uses a letter mark (LV) on almost all of its products. Other luxury brands that use letter marks or monogram logos include Diane Von Furstenberg and Chanel. Lettermarks are highly versatile and can be used in a variety of contexts, from print to digital media to direct placement on a product.

Potential limitations: In places where shoppers don’t know your brand yet, you may need to show your full name alongside the letter mark.

When to use a lettermark logo

Use a lettermark if your brand name is long or made up of two or more words.

Examples of lettermark logos

MVMT

Watch brand MVMT’s solid logo mirrors the prolific, luxury designs of its products.

Louis Vuitton

HBO

IBM

IBM’s logo renders the company’s three initials in eight horizontal stripes. Designer Paul Rand created it in 1972 as part of a streamlined redesign, and the basic design hasn’t changed since.

Financial Times

The Financial Times letter mark logo incorporates the first letters of each word simply laid on a brand-colored backdrop to add a bit of interest.

3. Pictorial mark logos

Pictorial marks are simple, clear graphics or icon-only logos that represent a brand. Unlike logotypes, pictorial marks are displayed without any accompanying text. This means they need to be immediately recognizable and distinctive enough to stand on their own.

Think of Apple’s logo, which is an instantly identifiable pictorial mark of an apple. It’s simple and clear and can be used on anything from business cards to billboards to marketing materials without losing its impact.

Pictorial marks can also hint at what you sell. A study in the Journal of Marketing Research found that logos that describe a brand’s product or service led to more positive brand evaluations, stronger purchase intentions, and better brand performance. The effect was much weaker for brands shoppers already knew. Getting that across in a single image can be tricky, but pictorial marks can make great ecommerce logos.

Potential limitations: A pictorial mark has no text, so the logo alone doesn’t tell shoppers your name. You may need to pair it with your name until shoppers connect the image to your brand.

When to use a pictorial mark logo

Use a pictorial mark logo if your brand is already well-known or you have captured a specific segment of the market and can reflect that in a single image.

Examples of pictorial mark logos

Apple

Apple is the most famous pictorial logo. The bitten apple motif is instantly recognizable all over the world.

Beardbrand

Shaving company Beardbrand has gone all in on its niche and created a simple pictorial logo that reflects the products it sells.

Target

Target’s bullseye logo mirrors the company’s name and has become synonymous with the brand.

4. Abstract logos

Abstract logos use shapes, lines, or forms instead of an object or the brand’s name.

They’re rare among the largest companies. A Website Planet analysis of Fortune 500 logos found that just one company, Nike, uses a standalone abstract icon.

Nike’s swoosh started as a curving checkmark that Carolyn Davidson, then a design student at Portland State University, created as a stripe for the side of the company’s shoes. Davidson thought the shape suggested motion.

Potential limitations: Abstract marks show neither a clearly identifiable object nor your name. On its own, it doesn’t tell shoppers who you are or what you sell.

When to use abstract logos

Use an abstract logo when you’re looking to portray a specific emotion, vibe, or unique representation of your brand that can’t be expressed through a standard icon or shape.

Examples of abstract logos

Chilly’s

Water bottle brand Chilly’s uses a droplet-shaped mark that fades from blue to red, with a small blue dot above it.

Spotify

Spotify’s abstract logo is a green circle with three curved lines inside it that are thought to represent soundwaves.

Figma

The Figma logo straddles the line between an abstract and letterform logo, using brightly colored logo shapes to create a stylized letter “F.”

5. Mascot logos

Mascot logos feature a character, cartoon, or animal that represents the brand identity. The mascot gives the brand a face to build its brand personality around.

The Michelin Man is one example. The white figure, made from stacked tires, appears in Michelin’s logo alongside the brand name.

Potential limitations: Consider whether a character or mascot is suitable for your brand and audience. For example, a detailed character may not suit a brand that wants to come across as expert or efficient.

When to use a mascot logo

Use mascot logos if your company has a big personality or you want to add a bit of whimsy to your brand identity.

Examples of mascot logos

Michelin

The Michelin Man is a household name and the mascot logo is easy to recognize.

Wendy’s

Wendy’s logo includes a mascot of “Wendy,” harking back to the brand’s beginnings as a humble diner.

KFC

Colonel Sanders is synonymous with one of the world’s most famous food brands.

Pringles

The Pringles mascot has evolved over the years but has remained an integral part of the brand’s logo. Today, he’s a simplified logo style featuring a distinct mustache.

Monopoly

Monopoly’s mascot is a crucial part of the company’s branding—his hat is even a playing piece in the game.

6. Combination logos

A combination logo or mark pairs text with imagery, such as a wordmark alongside pictorial marks or symbol logos. An analysis of Fortune 500 logos found that 307 of the 500 companies use a combination mark. Because the text and the symbol are separate elements, you can use them together or on their own, such as the primary logo on your website header and the secondary logo or symbol on its own as a social media profile picture.

Potential limitations: A special form trademark registration protects only the specific logo designs you submit. If you plan to use the symbol and wordmark separately as well as together, each version may need its own application.

When to use combination logos

Use combination mark logos if you want a more versatile option for your branding. They can also be good for new businesses introducing audiences to their brand name and pictorial logo.

Examples of combination logos

Wednesday’s Domaine

Wine brand Wednesday’s Domaine pairs a simple uppercase font with a hand-drawn image of a wine glass to add a playful touch to its logo.

Mastercard

Mastercard’s logo pairs a lowercase wordmark with two overlapping red and yellow circles. According to Pentagram, the design firm behind the redesign, the overlapping circles express connection, while their round shape suggests inclusiveness and accessibility. The designers also made the “c” lowercase in the wordmark to signal that Mastercard is no longer just a card in shoppers’ wallets.

Delta

Delta Air Lines uses a combination mark with an interpretation of the Greek letter delta and the brand name Delta. Not only is the pictorial portion of the Delta logo indicative of the company’s name, but it also points up, representing what that company does (flies planes) and where it operates (above, in the skies).

Pepsi

Pepsi updated its logo in 2023, which was the first time they did so in 14 years. The new design brings the globe and the wordmark together in a single mark, and adds electric blue and black to the brand’s color palette. According to Pepsi, the black signals the brand’s focus on Pepsi Zero Sugar.

7. Emblems

Emblems are types of logos that closely resemble crests, the symbols most often used in Europe to represent different (often powerful or rich) families. Emblem logos are more traditional in design and usually combine symbolic imagery as well as words, like the name of the company.

A well-known logo in this category is the one used by the beer brand Stella Artois: It’s red and gold, centers around the brand name, features the year the first brewery opened (1366), and has a border that represents gold filigree on an oil painting.

Potential limitations: The text is inside the symbol, so you can’t use either part on its own. When the logo shrinks, the text inside it shrinks too.

When to use an emblem logo

Use emblem logo symbols if you want to give a hat tip to age-old traditions, add a hint of historic whimsy to your brand, or communicate prestige and heritage.

Examples of emblem logos

Harvard University

Stella Artois

Stella Artois’s emblem includes the symbol of Den Hoorn, the brewery in Leuven, Belgium, where the brand’s roots lie. According to AB InBev, the brand’s parent company, that brewing tradition dates back to 1366—the year printed on the logo.

Warner Bros.

The Warner Bros. logo combines the classic emblem shape with clean, modern lines and bold colors.

Harley-Davidson

The Harley-Davidson logo uses classic colors in a modern emblem shape to convey its decades-old history.

Porsche

Porsche’s logo indicates the car manufacturer’s prestige and matches the caliber of vehicles it makes.

8. Dynamic logos

Dynamic logos keep the same core design but change their color, form, or content depending on where they appear.

Take FedEx. The “Fed” in its logo stays the same across the company’s businesses, while the “Ex” changes color, so FedEx Express, FedEx Ground, and FedEx Office each have their own version.

Potential limitations: A dynamic logo means creating and maintaining several versions.

When to use dynamic logos

Dynamic logos are great for brands that need multiple expressions. For example, FedEx uses different logo colors to communicate each service line.

Examples of dynamic logos

FedEx

FedEx uses a dynamic rainbow of colors to differentiate its product lines, making it easy for customers to identify which one they need.

Google Doodles

Google Doodles has become a famous phenomenon for the brand over the past 25 years. Using the logo space above the search bar, its artists have created more than 5,000 static and animated illustrations. The team uses Doodles to punctuate different cultural moments, like the one above celebrating the 2026 Lunar New Year.

Google Workspace

Google Workspace uses different logo styles in the same colorway to represent each of its products.

9. Negative space logos

Negative space logos use the empty space within or around a shape to form a second image. The Bronx Zoo’s logo, for example, shows two giraffes, and the space between their legs forms the New York skyline. This lets a single logo show two images in the space of one.

Potential limitations: The secondary image depends on the contrast between the logo and the space around it, which can make it tricky to stand out on a background that blends in with that space.

When to use negative space logos

A negative space logo works when you want your logo to combine two images in a single mark, such as your brand name’s initial and a symbol of what you sell, without adding a separate icon.

Examples of negative space logos

Academy of Motion Picture Arts and Sciences

The Academy cleverly uses negative space to form an “A” with the company’s iconic Oscar silhouette.

Bronx Zoo

New Jersey designer Caroline Madigan created the logo for the Bronx Zoo, saying, “In the logo, I wanted to definitively place the zoo in its Bronx, NY, surroundings, rather than have it be a logo for just any zoo.”

FedEx

FedEx’s logo also uses negative space. In the purple and orange version, the white space between the “E” and the “x” forms an arrow pointing to the right.

10. 3D logos

3D logos use shading, highlights, and drop shadows to give a flat design the look of depth. Some take a modern approach, with smooth, streamlined shapes, while others go retro, with old-school letter shading.

Potential limitations: Shading, highlights, and drop shadows rely on multiple tones. They won’t carry over to single-color uses like embroidery, stamps, or one-color printing.

When to use 3D logos

If you’re looking to add some dimension to your branding, using a 3D logo could be a great fit for you.

Examples of 3D logos

PlayStation

PlayStation’s inventive 3D logo makes the “P” feel like it’s standing on top of the “S,” providing depth while remaining a streamlined modern design.

Takis

Takis takes a funky, retro approach to its 3D logo, using shading on the letters and drop shadows to make them pop.

11. Letterform logos

Letterforms are stylized single letters—usually the first letter of a brand’s name.

Take Netflix as an example, which uses the letter N as its letterform logo. “There is power in owning a letter of the alphabet: it’s universal and instantly identifiable as shorthand for our brand,” writes Netflix.

Because a letterform is a single character, it fits in small spaces like browser favicons and social media profile pictures, as well as on larger surfaces like signs and billboards.

Potential limitations: A single letter doesn’t spell out your brand name, and other brands can build logos from the same letter. Until shoppers connect the letter to your brand, you may need to show your full name alongside it.

When to use letterform logos

Letterform logos are particularly helpful if you often use your logo as an icon. Using a single letter helps with brand recognition even in a small space like on a phone screen or as a favicon.

Examples of letterform logos

Pinterest

Pinterest’s logo is a stylized letter P that imitates the shape of a pushpin, a nod to the “pinning” action a user takes when saving an image to one of their boards.

Thumbtack

Similar to Pinterest, Thumbtack leans on its name to create a simple letterform logo of a T (the first letter of the brand name) that also looks like an illustrated tack.

Netflix

Netflix leads with their red N symbol in markets where the brand is well known, and uses the full Netflix wordmark in markets with lower awareness. According to Netflix’s brand guidelines, the N always appears in Netflix Red, because without that color, the symbol might not read as Netflix.

Beats

The Beats headphones logo not only includes the first letter of the brand name but cleverly creates the image of a headphone, too.

How to choose the right logo type

Before you settle on a type of logo, think about who your brand is talking to and where your logo will show up. Use these logo design tips to narrow down your options:

• Brand awareness. Netflix leads with their N symbol only in markets where the brand is well known, and uses the full wordmark everywhere else. If you’re launching a new brand, a wordmark or combination mark puts your name in front of shoppers from day one.
• What you sell. If your brand name doesn’t tell shoppers what you sell, a pictorial mark or combination mark can add a symbol of your product. Wine brand Wednesday’s Domaine, for example, pairs their name with a hand-drawn wine glass.
• Brand personality. A 2025 study found that simple logos make brands seem more competent, while complex logos make them seem warmer. Letterforms and wordmarks sit at the simpler end, while mascots, animated logos, and emblems add more detail.
• Where your logo will appear. A favicon or social media profile picture has room for a single letter or symbol, while a website header or storefront sign has room for your full name. A combination mark gives you both, since you can use the text and symbol together or on their own.

Create your logo with Shopify’s free logo maker

Once you’ve picked a logo type, you can design it with Shopify Logo Maker. Here’s how to get started:

1. Go to Shopify Logo Maker and click Start designing.
2. Choose the category that best represents your business and the visual style you like.
3. Enter your business name and slogan, if you have one.
4. Select where you plan to use your logo, such as your website or social media accounts.
5. Pick a design and customize it in the logo editor.

Your editing options depend on the design you choose. For example, logos without a symbol won’t have symbol settings in the editor. When you’re happy with your logo, you can add it to your store’s theme, order notifications, and social media posts.