What is Your Logo Type?

Design Translation:

Do you ever wonder how your organization’s brand values are translated into a unique brand asset?

When turning a company’s core values and principles into a tangible result, there are three basic design methods used to create the look-and-feel that represents an organization’s brand. These types of design are used at both the company and product levels.

Literal Logos

  • These logos are simple, straightforward and lack embellishments
  • Examples include most banking institutions and grocery stores
  • Current trends include using text only, monograms and simple lines

Figurative Logos

  • These logos are metaphorical, ornate and artistic
  • An example would be a handyman with a logo that uses as hammer, or a company with lighthouse in the name that uses lighthouse as part of the logo
  • Current trends include using design elements and illustrative art

Conceptual Logos

  • These logos have no specific meaning and are abstract formations
  • An example would be the Nike “swoosh” or the Mercedes Benz logo
  • Current trends include circles, bars, dots and symbols

The Design Depot logo collection


Translation Tactics

The type of design translation has little to do with the actual brand attributes. High-end brands of perfume, cars and appliances are often very literal in how the use their brand assets are used. Conversely, many low-end brands use concepts to create the brand assets for a company. It is important to keep in mind that the brand assets for a product or service that a company offers are a “sub-set” of the organization’s overall brand. The image created for the organization is at much higher level than those of the products and services it sells. Alignment of all brand assets is a critical part successful brand management.


For a complete guide to a strategic process of discovery that reflects an organization’s values, we invite you to download our whitepaper on logos.