Logo Types
Uses the companies name as the entire logo, typography doing the visual work
Wordmark
Font Logic
using one 1 or 2 fonts
luxurious and fancy
purple
Coca-Cola Logo
wordmark
exciting, loud and youthful
red
Uses a recognizable image or symbol without the company name
Brandmark (symbol)
Font type that should be used minimally
Decorative or Display Fonts
soft and welcoming
pink
Apple Logo
Brandmark (symbol)
nature and money
green
Uses geometric or abstract shape
to represent a brand, rather than
the literal object
Abstract Mark
A fancy brand would use a...
serif font
stability, calm & trustworthy
blue
Pepsi Logo
Abstract Mark
happiness and cheerful
yellow
Places text inside or around a symbol, badge, seal or crest. Often has a traditional or official appearance.
Emblem
An efficient brand would use
a sans-serif font
modern and sophisticated
black
Starbucks Logo
Emblem
High energy, playful and friendly
orange
Uses initials or abbreviated letters instead of spelling out the full brand name.
Lettermark
An art brand would use
a script / hand written font
modern and sterile
white
IBM Logo
Lettermark
masculine rugged feel
brown