Logo Style Guide

Core Logo Types

1. Wordmark (Logotype)

Text-only logo using custom typography.

• Best for: Established brands, distinctive names
• Examples: Google, Coca-Cola, FedEx
• Typography: Custom letterforms, unique kerning
• Tip: Name must be memorable and pronounceable

2. Lettermark (Monogram)

Initials or abbreviated letters.

• Best for: Long company names, professional firms
• Examples: IBM, HBO, NASA
• Typography: Bold geometric sans-serif
• Tip: Works well for brands with 2-4 letter abbreviations

3. Pictorial Mark (Brand Mark)

Standalone icon or symbol.

• Best for: Global brands with recognition
• Examples: Apple, Twitter, Target
• Design: Simple, scalable, memorable shape
• Tip: Requires brand equity to work alone

4. Abstract Mark

Non-representational geometric shapes.

• Best for: Tech companies, differentiating brands
• Examples: Pepsi, Airbnb, Spotify
• Design: Unique shape conveying brand values
• Tip: Can represent complex ideas simply

5. Mascot

Character representing the brand.

• Best for: Family brands, sports teams, food
• Examples: KFC, Pringles, Michelin
• Design: Friendly, expressive, versatile
• Tip: Can evolve with brand while maintaining recognition

6. Emblem

Symbol enclosed within a shape.

• Best for: Traditional brands, organizations
• Examples: Starbucks, Harley-Davidson, NFL
• Design: Badge, seal, or crest style
• Tip: May have scalability challenges

7. Combination Mark

Icon + text in unified design.

• Best for: New brands, versatile applications
• Examples: Burger King, Lacoste, Doritos
• Design: Lockup with flexible arrangements
• Tip: Most versatile, can separate elements later

Aesthetic Styles

Minimalist

• Clean lines, essential elements only
• High white space, simple geometry
• Limited color palette (1-2 colors)
• Use: Tech, professional services, modern brands

Vintage/Retro

• Nostalgic, heritage feel
• Distressed textures, muted colors
• Script or slab serif typography
• Use: Craft brands, artisan products

Luxury/Premium

• Elegant, refined aesthetic
• Gold, black, white color scheme
• Thin serifs or sophisticated sans
• Use: Fashion, jewelry, high-end services

Geometric

• Mathematical precision
• Circles, triangles, squares
• Perfect symmetry
• Use: Architecture, tech, modern brands

Organic/Natural

• Flowing, imperfect lines
• Earth tones, natural colors
• Hand-drawn feel
• Use: Eco brands, wellness, organic products

Gradient/Modern

• Color transitions, vibrant palettes
• Dimensional depth
• Contemporary feel
• Use: Apps, tech startups, digital products

Style Selection Matrix

Brand Type	Primary Style	Secondary Options
Tech Startup	Minimalist, Abstract	Geometric, Gradient
Law Firm	Wordmark, Emblem	Lettermark
Restaurant	Mascot, Badge	Vintage, Combination
Fashion	Wordmark, Luxury	Monogram, Line Art
Healthcare	Professional, Line Art	Abstract, Combination
Non-Profit	Combination, Emblem	Organic, Hand-Drawn

Scalability Checklist

• Recognizable at 16x16 pixels (favicon)
• Clear at business card size
• Works in single color
• Maintains clarity in black/white
• No tiny details that disappear when scaled