Logo Types

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.

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