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How to choose the right type of logo
for your company?

How do you choose the right type of logo for your company?

Choosing a logo is a crucial step for any company. It's one of the key elements that defines its visual identity and impacts public perception. But how do you decide which type of logo best suits your company? In this article, we'll explore the different types of logo and the factors to consider when choosing the one that's right for your business.

Table of contents

The importance of choosing the right type of logo

A logo is much more than a simple visual representation. It embodies your company's identity, values and image. It's ubiquitous, appearing on business cards, signs, websites, advertising materials and more. The right kind of logo should accurately represent your company, appeal to your target audience and be easily recognizable.

Different types of logo

Typographic Logos (Logotype)

Typographic logos are essentially text-based. They use distinctive typography to represent the company name. This type of logo is particularly effective for brands whose name is easily remembered. Companies such as Coca-Cola, Google and Visa have strong letterpress logos. Typography is the main element of this type of logo, and font choice, spacing and style are crucial to creating a strong visual identity.

logo typography Coca Cola
graphic design logo typo VISA
logo typography restaurant

Logos Symbols/Icons

Logo symbols are distinctive icons that represent the company without including text. These logos are often easily recognizable, and over time the symbol becomes intrinsically associated with the brand. They are particularly useful for companies that want a strong, instantly recognizable brand image. Notable examples include Nike's "swoosh", Twitter's bird (gradually renamed X) and Apple's apple.

apple icon logo design
graphic design logo icon birds
nike abstract logo design

Combined Logos (Logotype + symbol)

Combination logos incorporate both text and a distinctive symbol. This approach associates the company name with a specific visual element. It offers the possibility of communicating both the brand name and its visual values. Brands such as Burger King, Lacoste and Doritos use combined logos to establish a solid, versatile visual identity.

logo design combination burger
graphic design doritos logo
graphic design logo icone phoenix


Emblem logos combine text and symbol in a more traditional structure. Unlike combined logos, emblems merge text and icon into a single visual element. This type of logo is often used by institutions, clubs or brands wishing to project an image of authenticity and tradition. Emblematic examples include Starbucks, Porsche and Stella Artois.

logo design blason starbucks
graphics logo blazon Porsche
graphic design logo blason bière

Abstract Logos

Abstract logos use abstract shapes or images to represent a company without relying on literal elements. These logos leave room for visual interpretation and offer a distinctive identity. They are often used by companies wishing to project a modern, innovative image. Popular examples include the Pepsi logo and Instagram.

graphic design abstract logo pepsi
graphic design abstract logo instagram
graphic design logo butterfly icon

Mascot logos

Mascot logos incorporate characters, figures or stylized representations to embody the brand. They often aim to establish an emotional connection with the public. These logos are used by companies seeking to create an emotional or friendly bond with their audience. Brands such as KFC with Colonel Sanders or Michelin with Bibendum use mascots as a central element of their identity.

graphic design logo mascot kfc
Michelin bibendum logo design
graphic design logo investment combination

Factors to consider when choosing your logo type

Alignment with corporate identity: Your logo should reflect your company's values, mission and personality.

Target audience: Understand your market and create a logo that resonates with your target audience.

Adaptability and use: Make sure the logo is adaptable to different media, that it remains legible at small size, and that it works in color as well as in black and white.

Scalability: Choose a type of logo that can evolve with your company without losing its relevance.

Logo selection process

Research and inspiration: Explore current trends and collect examples of logos you like.

Evaluating options: Weigh the advantages and disadvantages of each type of logo in relation to your business.

Consultation: Get advice and feedback from a professional or people you trust.

Final selection: Choose the type of logo that best suits your company's needs and personality.


Choosing the type of logo for your company is a crucial decision in the process of building your visual identity. Each type of logo has its own characteristics and advantages, and choosing the right one for your company can have a significant impact on how your brand is perceived.

As you immerse yourself in the process of selecting the right type of logo, consider the importance of your company's identity, values, mission and personality. Always keep in mind your target audience, the specific needs of your industry and the values you wish to convey.

It's also crucial to choose a logo that is versatile, adaptable and timeless. Your logo should be able to adapt to various media and evolve with your company without losing its relevance.

Research, inspiration, careful evaluation of options, consultation and careful thought are all essential steps in the process of selecting the most appropriate type of logo for your company.

Ultimately, your logo is the visual representation of your company. By carefully choosing the type of logo that best reflects your identity and values, you create a solid foundation for establishing a meaningful connection with your target audience. Don't hesitate to take the time you need to explore the different types of logos, and consult professionals to arrive at an informed decision. Remember, a powerful logo is more than just an image: it's the very essence of your company.

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