What kind of logo should I have?

Let's talk about logos. Your logo matters greatly if you want to be taken seriously in your field. It is a translation of your brand and its essence, immediately recognizable, inspires trust, loyalty, and admiration.  

So I beg you, as a brand designer who has rescued a lot of $200 dollar, free, cousin's best friend's college friend's logo creations—invest in yourself and your brand. OK, I am stepping off the soap box. 

Did you know there are different types of logos your brand can have? Of course you did, you just may not know what they are and why they are called that. Today I want to break these down for you so you can make the best decision knowing what type of mark you want to create.

I like to categorize logos into three buckets: logotype, logomark, or combination mark.

A logotype is a logo that has type in it. By type, I mean letters (lettermark) or words (wordmark). 

Think of HBO or IBM. The company name is abbreviated into letters that are then custom-designed as a mark. Voila, lettermark. 

A wordmark example could be Visa or Coca-Cola. The word Visa or Coca-Cola is spelled out and is a stylized rendition of the company name. These typically use custom typography or specially designed fonts.

Depending on what kind of business name you have, a lettermark or wordmark may do the trick.

However, a really solid brand usually has some sort of graphic element to it. And this is where a logomark comes into play. It is a distinct symbol, icon, or pictorial representation of a brand. A logomark is often used alongside a logotype for a complete look when a brand is hot off the press. As the brand builds recognition the elements can be used individually. Think Nike. The swoosh and letters are often displayed together, but if you just see the swoosh you will still think of Nike regardless of not seeing the word Nike spelled out.

So truly, what I'm saying is that ultimately the best brand mark is a combination mark where you can use letters/type that's custom designed and an icon or symbol that can be used for avatars, merch, stickers, etc. 

The more depth, cohesiveness, and interesting elements (though still unified!) you have for your brand, the more you'll be able to use it in different contexts and applications. Versatility will allow you to stretch your brand further and longer and not just chase trends and fall out of love with your mark immediately. A good designer will know what designs are best for you, but hopefully this information kick starts your brain and brand.