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