Here is a refreshing (albeit a tad bit simplistic) view of five categories of logos. This is a good way to think about Marks of Excellence.
From PositiveSpace:
Wordmarks
- A wordmark is a logo comprised of text only featuring a unique typographical treatment used to convey the brand’s message or positioning.
Letterform Marks
- Letterform marks use one or more letterforms as a symbol to convey the brand message.
Marks
- A mark is a literal and often pictorial representation of a company or product. The image is usually a reference to the company or a brand attribute.
Abstract Marks / Symbols
- Abstract marks and symbols use visual form to convey a concept that is relevant to the brand message.
Emblems
- Emblems are a complex mixture of pictorial elements and type that are linked to the organization and its positioning.
