Choosing Between a Logomark and a Combination Mark

The Three Basic Logo Types

Before designing, I always get clear on which type of logo the brand actually needs. The options are: a wordmark (the brand name in a custom type treatment, no symbol), a logomark (a symbol with no type, or type treated so abstractly it reads as a symbol), and a combination mark (symbol plus wordmark used together as a unit).

Most brands end up with a combination mark, but that doesn't mean it's always the right answer.

When a Wordmark Is Enough

Wordmarks work best when the brand name itself is distinctive and relatively short. When the name has strong phonetic or visual character, a well-designed wordmark can be as distinctive and memorable as any symbol. It's simpler to manage, works across all sizes, and doesn't require the viewer to learn what a symbol "means."

For new brands with short, strong names and no need to operate without their name present, a wordmark often outperforms a combination mark.

When a Standalone Mark Makes Sense

A standalone symbol makes sense for brands that need to operate across languages and cultures, where the name would be differently rendered in different scripts. It also makes sense for brands with very high recognition — after years of exposure, the symbol alone can carry the brand without the name attached.

Nike can use the swoosh alone because decades of association have burned the connection into every viewer. A new brand cannot do this and should not try.

The Combination Mark and Its Flexibility

Combination marks give brands maximum flexibility. The symbol and wordmark can be used together, or each can be used independently when context demands. This flexibility has value for brands that appear across many different contexts and sizes.

The challenge is designing both elements to work harmoniously together and separately. Each piece needs to hold up independently — the symbol can't be a weak shape that only reads in combination with the wordmark.

Horizontal vs. Stacked Configurations

For combination marks, configuration matters. A horizontal arrangement (symbol to the left of the wordmark) works well in wide formats. A stacked arrangement (symbol above the wordmark) works well in square formats and at smaller sizes.

I design both configurations for most combination marks and specify when each should be used. Locking the brand into one configuration creates unnecessary application problems.

The Long View

Which logo type makes sense depends partly on where the brand is now and where it's headed. A small brand that may eventually grow into international markets should think ahead about whether a name-dependent wordmark will serve them as they scale. These are strategic questions as much as design ones.

The best logo is the one designed for the brand's actual situation, not the designer's preferred form.