The different logo types

When you choose for an agency to create your logo, you are making an investment in your visual identity that will enhance your business in innumerable and unforeseen ways. A logo is the graphical symbol of your identity designed to create greater awareness and recognition of your company or organisation. It also allows you to share your fundamental values.

logo graphical

Iconic logos

This logo is a graphical representation without words and is best suited for established companies with strong brand recognition. That is why companies like Apple use iconic logos, but young companies should not.

typographic logo

Typographical logos

This logo is composed just of text that is usually in the name of the brand. The creative, graphic work is expressed in the choice of typography. Coca-Cola is a prominent example of a typographical logo that has endured for decades.

logo combined

Combined logos

This logo is a fusion of texts and symbols and is the most popular and practical one because it offers more ways to communicate your identity. Combined logos are especially useful for young companies or organisations that lack brand recognition.

typo structure

Logo typography

When working on your logo, it’s important to be prepared to discuss font style and size, otherwise known as typography, during the creative process. You’ll likely hear terms like sans serif, slab serif, or script—but this isn’t a bunch of nonsense, it’s science. Studies show that typography is the vehicle through which we communicate tone of voice, age, gender, emotion—and it can be easily manipulated.

For example, a fine typography is elegant and used for expensive, high quality brands, whilst a thick typography is masculine and bold and is often used for industrial companies. As you can see, visual characteristics of fonts do speak louder than words.

Logo colors

It is important to select specific colour(s) for your logo which correspond to your identity. Studies have shown that different colours evoke distinct emotions and specific imagery. It is interesting to use this knowledge to select colours that perfectly fit with your identity.

Blue suggests reliability, confidence and security (Intel).
Red evokes action, desire and passion (Levi’s, Canon).
Green is very much associated with ecology and the environment (John Deere).
Black oozes elegance, sophistication and class. (Chanel)
Gray suggests modernity and fields like science and technology (Apple)


Getting started

Creating a great logo is not just about choosing the right colour or typography. We need a strong foundation to build upon that is based on a clear understanding of your values and the services and products you offer. We ‘get personal’ with our clients by taking the time to get to know your business or organisation inside and out. We use this knowledge and our design expertise to create original and timeless logos that perfectly reflect your unique identity.

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