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LOGO DESIGN CHOICES / DESCRIPTIONS
Name Based / Icon Based
Name Based Logo (Logotypes)
Name-based logos, or logotypes, put your brand’s name front and center as the main design element. Think of iconic examples like Coca-Cola, Disney, eBay, L’Oréal, FedEx, or Sony—these are all about distinctive typography, style, and memorability.
They work best if your name is short, clear, catchy, and easy to read, making it ideal for building strong recognition with a simple, elegant look. However, they might not be the right fit if your name is long, unclear, or lacks immediate meaning, or if you’d rather use an abstract symbol for more versatility.
For added depth and flexibility, you can always pair your name with a pictorial mark, letter mark, or combination logo.
ICON Based Logos (Brandmark)
Icon-based logos, or brandmarks, use a single, impactful image to represent a brand—like the Snapchat ghost, WWF panda, Apple apple, Shell seashell, or Twitter bird. These visual symbols communicate instantly without words.
For new brands, pairing the icon with the name at first helps build recognition until the image can stand alone. They work best when you have a symbol that clearly reflects your brand’s identity, is memorable, versatile, and favors simplicity over text. They’re less ideal if your brand lacks a clear symbol, has a complex name, or is still building recognition—where a combined logo works better.
A great icon is simple, bold, and meaningful, often based on something familiar but stylized to stand out, serving as a compact ambassador for your brand everywhere.
