You’ve started a company, and now you’ve decided you need a logo. Your beautiful logo will be what people will see on your signs, on your business cards, and it’ll be what people think of when they think of your company, right? That’s only part of the story. A logo is just a piece of what’s referred to as a visual identity. A logo, by itself, isn’t very helpful.

A logo is a logo is a logo though right? Well, kind of… We’re going to go over a few different types of logos, and discuss how they fit into your broader design strategy. First, let’s go over the difference between different types of logos. There are logotypes, logomarks, and combination marks. Each of these types of logos serves a different purpose.

Logotype

A logotype typically holds the company name in a uniquely designed fashion. This means that when somebody looks at the logo, that it will be readable. The following images are examples of logotypes…

You can see that a logotype contains the company name in the design. This makes the logo readable and identifiable through text. Notice though, that each logotype also has an associated color scheme, and associated typography. This color scheme and font choice is typically part of a larger strategy called a design system that makes up your visual identity.

Logomarks

Next, you have logomarks. Logomarks are typically a symbol that doesn’t include the name of the company. A logomark communicates the company’s name through simple, visual communication. Here are some famous examples of logomarks…

You can almost immediately recognize the companies that these symbols represent. Typically, logomarks are successful because the recognition comes from recognition of the organization. It’s difficult for a logomark to be recognizable if the company that it represents isn’t already recognizable. Without a name to go with a logomark of a new company, it’s a confusing symbol, and the last thing you want to do is confuse your potential customers. Once an organization no longer needs to rely on their company name, they can rely on their logomark. Also, even in these examples take note of the use of color and shapes. The exact color used in each of these logomarks are used in each company’s design system, which is part of their overall visual identity.

Combination Mark

This brings us to the third type of identifier, the combination of a wordmark and a logomark, sometimes referred to as a combination mark. In this scenario, the logomark and the wordmark are put together in a way that allows the logomark to exist as part of the wordmark. Here are some examples of combinations of wordmarks and logomarks…

You can see here that there is a combination of a logomark and a wordmark. Take note, again of the use of color themes as well as typographic themes. These are part of an overall design strategy, just as they are with logomarks and wordmarks. They work together to create a design system that is part of your visual identity.

Oftentimes, when a company is just starting out, this is a great way to go, because your logomark won’t have the recognition that it needs in order to be successful. Incorporating it with your wordmark will give your logomark recognition. Once you are more established, you can then use that logomark in other places, such as merchandise, or decals. It won’t be the ONLY way that people have to recognize your brand, but it is a step in being able to incorporate your unique logomark.

Visual Identity

Your logomark, wordmark, or combination mark are all part of a design system that help to make up your visual identity. Your visual identity will include…

• Your logomark, wordmark, or combination mark
• Your color theme
• Typography
• Photography, images, and iconography

These elements will be put to use in any materials that you design and release – including your website, any merchandise you sell, your flyers, signs, clothing, etc. A well-designed visual identity will allow you to mix and match elements to more easily create creative ways to showcase your brand in a variety of ways.

Don’t settle for, or just rely on only a logo. You’ll find it to be short-sided and all alone, not part of a design system, won’t offer you the cohesive presentation that your brand deserves.