Today we want to share with you one of those conceptual contents, with which you will clarify  design and branding concepts  and you will know exactly what types of logos you can have in your company or business.

And it is that, we all use the term “logo” as a diminutive of “logo”, but not everything that we consider as such, really is.

Surely you have already noticed all the logos that exist; some have text, others only images, others have many different elements… Precisely, that is what we are going to define today; what each type of logo is called and what elements make it up.

When thinking about the visual and verbal identity of a business, you have to be clear about the kind of logo that best represents the philosophy and values ​​of your brand.

For that, it is best to know what options we have and understand the different terms well.

What types of logos exist and what are their variants?

Before even considering creating a new logo for your company or redesigning the current one, the first thing you should be clear about is what types of logos there are and which one best fits with the philosophy of your business.


Trends in logos have defined different styles, from flat logos (flat design), typographic, geometric, even in 3 dimensions. But it is not only the style that defines the type of logo that your company can have, but in branding there are many terms related to corporate identity  according to each job and its characteristics.

Knowing everyone is a complicated mission for those who are not specialists in this sector. For this reason, below, we will define the 4 concepts that most confuse our clients when correctly naming the corporate identity element that represents their company or business:

  1. Logo
  2. Imagotype
  3. Isologo
  4. isotype

1. Logo

It is the term we use as a generic to refer to all types of logos that exist. It is a socially accepted vulgarism, but it does not correspond to reality.

logo is the graphic representation of a brand, made up of letters.

That is, logos themselves are only those that are made up of one or more fonts and a set of letters, without drawings, images, icons, etc.

2. Imagotype

If you want your identity to include some type of image, in addition to the letters, it is possible that what you are looking for is an image.

An Imagotype is the iconic-textual divisible set.

That is, an imagotype is made up of an icon and a set of letters. It is a clearly divisible structure, since the elements work together, but could also work separately.

3. Isologo

Within the options that include an iconic part, the isotype can be another valid solution for what you are looking for for your company.

An Isologo is an iconic-textual set that, unlike the imagotype, cannot be divided.

The letters and images used intermingle to form an indivisible whole that always works together.

4. Isotype

You know that there are many brands that do not include the name in the logo, or that only include initials. These are logos with a strong symbolic load (such as the Apple apple), and their typology corresponds to the isotypes.

An Isotype is the graphic representation that represents a brand without naming it.

The isotypes can be very varied depending on whether they only have the iconic part, or whether they also include letters:

  • Initial: Those isotypes that only show the initial of the brand as the only graphic representation.
  • Acronym: Isotypes that use two or more letters forming the acronym of the brand.
  • Monogram: Union of two or more letters, which may not be the acronym, but which represent the brand.
  • Signature: Represents the name of the brand, usually when it is a personal brand. Graphically it is shown with the handwriting of the person’s signature, and it is not always fully understandable.
  • Anagram: Union of several syllables of the brand. Isotype used especially in brands with long names.
  • Pictogram: Iconic part that dispenses with the letters. It is the most aspirational isotype.

Types of logos for companies: What type is yours?

Nowadays, there are many options on the Internet with which to create a logo without being a professional designer. Many opt for a free or cheap logo design, and do not give it much importance.

However, the logo is the representation of the brand . It is what will specify that a product is ours and differentiate us from the competition. Don’t you think it’s important to know what message we send with our choice of corporate identity? 

Now that you know the correct terminology, we’d like to take a closer look at what each type of logo represents and what’s behind the choices companies make. This will help you think about your brand, be it personal or commercial, and analyze what you want to represent with the chosen corporate identity.

  • descriptive logos

This type of design is the one that focuses on giving information about the company in a realistic way. It reflects what it does, what kind of products it sells, etc. Descriptive logos are those that carry text, although they may be accompanied by some graphic element.

Within this category we find logos, imagotypes and isologos. An example of a descriptive logo would be the following:

The text of the logo explains that it is a dental clinic, and the icon used reinforces this message.

  • emotional logos

They are those that appeal to the emotions of customers. They are not so focused on specifying what the company does or what products it sells. Its strong point is to convey what the customer will feel with their products, what status they will achieve, what lifestyle the brand represents, etc.

Emotional logos can include both text and graphic elements, although the most common is that they convey emotions with the graphic part. The most common are the imagotypes, since they can use the graphic part by itself, or pictograms.

In the case of Amazon, they represent the satisfaction of their customers with the service through the orange smile that underlines the typographic part.

  • aspirational logos

This type of identity is one that aims to represent the values ​​of the brand in such a way that users “aspire” to achieve that status.

Pictograms are the clearest representation of this type of identity, since they completely dispense with the text: they do not name the brand, nor the product, nor do they verbalize their message.

One of the clearest examples is the Apple logo:


It does not name the brand, but graphically represents it. In addition, it appeals to the meaning of “unattainable” with the forbidden apple, and of “intelligence” with the nod to Newton. With the latest silver color decision, they have placed the brand in a range of luxury and power.

  • inspirational logos

These are brands that give their customers the power to achieve whatever they wantThey encourage users, and offer them a product with which to achieve their goals.

In order to inspire users, it is common to include slogans or phrases within the identity, so the most common are logos or imagotypes, since they can use the text on its own.


The Nike logo is a classic within the inspirational ones. Do you want to play sports? Nike tells you: “Do it. With our products you can achieve it”.


There are many different types of logo, and each one represents the brand with specific elements.

Choosing well which one will best represent your brand and the features you want it to include is an important task that requires dedication.

The logo is the signature of the brand, which makes it unique and different, making it easier for users to recognize who is behind a product. Devoting time and resources to thinking carefully about which logo to use in your company or business will make your job easier in the long run and avoid future problems.

For this reason, we encourage you to think carefully about the different options and to tell us what stage you are in with the corporate identity of your brand.

Seeing examples of the types of logos that other companies use and the different possibilities that could be applied to your business will make this task much easier.