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Four Logo Variants That Every Brand Needs To Know


In successful brand marketing, an iconic and unique logo is a factor that should by no means be underestimated. A logo should keep your brand in the awareness of your customers, help them to distinguish you from your competitors and associate your brand with the product you are selling. Professional logo design always has in mind to transform the idea behind your brand and its core values into a unique and easily recognized visual brand icon. 

By integrating the name of your business into your logo, you will also automatically make your brand name more widely recognized. So no matter if you are considering designing your brand logo yourself or asking yourself, ‘where is the best logo design near me to work with?’, you should first have an idea about what your logo is supposed to look like.

Top Logo Variants For You To Consider 

Before you start developing the logo, choosing the right logo type is generally recommended. Because there are countless ways to design a logo, and not every design fits every business. In addition, the more choices available, the more difficult it is to make a decision, so it makes sense if you decide on a logotype first.

 After that you can concentrate on the visualization of your logo in this area and you won’t be spoiled for choice anymore. Logos can be broken down into some basic characters, and each type has its pros and cons. With your positioning in mind, you can use the description and list of pros and cons to quickly find out which professional logo design suits you and your business best and is most capable of transforming your brand image into a unique logo.

  1. WordMark


With word marks, the subtleties of typography are used to emphasize the unique selling point or the company’s special feature. Sometimes details are added or taken away from the wordmark to communicate the brand’s essence. The colors can also give the logo an individual touch. Word marks are e.g., B.: Google, eBay, Coca-Cola, Sony, Yahoo!, Walt Disney.


  •  A word mark suits you if you have a unique company name that is quickly understood and easily remembered

  •  if your business is just starting and you are aware of your want to market brand name names. 


You should rule out a wordmark if your brand name is very long because then the wordmark works poorly in a small image. In that case, you could bring a logo variant into play. Here you usually take a detail from the brand (a distinctive letter or a symbol), which is assigned to you after a short learning curve but also works in a small image. Or you can choose a different type of logo right away.

  1. Image Mark

An image mark does not contain text, just an image or symbol representing the company. Well-known figurative brands are, for example, Nike, Red Cross, Apple and Twitter. However, the pros of the mark are easily recognizable and are as below:

  • A symbolic brand suits you if you want to appear internationally, because a symbol can be understood immediately anywhere in the world.

  • Furthermore, it helps you to convey a deeper meaning through the symbol because symbols are easier to understand than words.


Besides having these pros and cons, the brand also has some drawbacks. For instance, you should rule out a figurative mark if you are just starting your business. Such a symbol can only be established when you are already well known. It is because the consumer must be able to assign the symbol to a company.



  1. Combination Of Wordmark And Image Mark

Combinations work as innovation in logo design. However, the combination of wordmark and image mark appears frequently. It is because it represents the company in a very catchy way in terms of image and words. In addition, this logotype is very flexible since the image and word mark can also be used separately. Some symbols are used by several brands, such as a star. 

The form of representation of the star, but also that of the word mark, helps to differentiate in these cases and to avoid a legal dispute. Well-known words and figurative marks are, e.g., B.: Burger King, Adidas, Lacoste, Puma, or Dove.


Every business needs to be understood. It is always better to have text, symbols, or emblems representing your official corporate logo. So, eventually, a word & figurative mark suit you if your logo should be known and understood quickly – so it is ideal for start-ups. On the other hand, if you need a flexible, versatile logo that works well in all mediums.


You should exclude a word & figurative mark if you like it uncomplicated and prefer simplicity. Because with word and figurative marks, there are always decisions to be made: Do you only use the word mark or the figurative mark or the combination?

  1. Icon

In an icon, the design elements enclose the brand name. So text and illustration are closely related. In order for an icon to remain versatile, it must be carefully chosen and developed as a logo shape. This means that the shape must be as simple as possible despite its complexity. Icons are great for telling a story through illustration. 

They often have a traditional touch and convey authority. That is why they are often used by government agencies, schools, charities, and sports teams. Well-known emblems are, for example Starbucks, Harley Davidson, Harvard, NFL, UPS. Moreover, an icon suits you if you want to tell a story based on the illustration. Or if you want to convey tradition and/or authority.

Besides being extremely beneficial for the business image, the icon comes up with some drawbacks as well. FOr instance, if necessary, you should exclude an emblem if you often need your logo in a small image. Depending on the implementation, emblems can only be reproduced well up to a certain size.


A logo is not just a symbol -it is your business aim and services Choosing a suitable logo is an important decision, so being aware of how your logo should look in the end is one of the first basic steps to consider in the process professional Logo Design. If you are still unsure, ask yourself again in which media you will mainly communicate and what challenges your future logo will have to master. Which logotype provides the best options under the aspects?

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