Abstract Mark Logos use simple geometric shapes added and subtracted together to create a visual design that is pleasing to the eye and easily recognizable. For example, the Pepsi logo is composed of a circle divided into 3 curved partitions. The top partition in red is curved such that it makes the flat circle appear more like a three-dimensional sphere, where as the bottom two partitions are less uniform and bulge outward to create a more free, floaty feeling design. As a result, the overall design creates a “cool” and “trendy” appearance that may be used to market to a young adult audience.

Pictorial Mark Logos utilize the shape and form of a well known or common object, and strip down its components to something easily abstracted by a few shapes, lines and colours. This type of logo builds upon Abstract Marks by assigning more of a deliberate meaning behind the shapes used, and inviting symmetry and uniformity to otherwise less perfect shapes or objects. For example, the Shell logo is perfectly rounded across the top, with even and equally spaced rays converging inward to the center, not how anyone would describe an actual shell found on the beach. Instead, Shell utilizes negative space and sharp contrasting colours (yellow and red) to create symmetry and consistency across the entire shape.

Lettermark or Wordmark Logos create a symbol out of text, a word or letter, usually the name of the brand itself or abbreviated as such. These logos deploy custom typefaces (fonts) to represent these letters, often heavily stylizing the letters to have them stand out in comparison to a body of text, or other competitors. These logos still need to be simple to convey meaning quickly, without requiring the viewer to read too much. For example, the McDonalds logo uses the letter M to convey many ideas (golden arches, french fries, playfulness) all at once, while still able to be used as a glyph that represents the first English letter of the company.

Mascot Logos employ a recognizable character that has already been well established and associated with the brand. These types of logos simplify the features of the character into their most easily recognizable traits, abstracting relatable features into simple shapes and curves. For example, the Pringles logo over accentuates the size of Mr. Pringles head to be similar in shape to an actual Pringle chip. A large bowtie and mustache are defining characteristics of this mascot that make it very easy to recognize. Notice how a mouth, nose and ears are all missing to ensure the logo is simple enough to reproduce and recognize quickly.

Emblem Logos establish a seal or mark of quality that simpler logos may lack. An emblem logo has its ties back in very early days of graphic and product design, where companies simply used their names (generally the factory owner) as a way to differentiate themselves from other products. These company names became more and more stylized over time to compete, culminating in the modern day emblem logo. For example: the Starbucks logo evokes a feeling of quality as though a stamp is applied to every cup of coffee and store building. The text circling around the logo gives the symbol a quality of age, as though the brand has been around for a long time (even though Starbucks was only founded in 1971).