Elements of a Logo, 3 Terms you Should Know

Most logos consist of two primary elements that can be used together to form the businesses logo or used individually to represent the brand. When talking about your logo with a designer or a print shop, it is helpful to understand these elements and their associated terms to better communicate and make informed decisions without compromising your brands integrity.


Prefer video? Watch 'Elements of a Logo: 3 Terms you Should Know' on Skyberry's YouTube channel.

Logos are most everywhere we look, on building signs, on websites, on your cereal box - they are hard to miss and every reputable business has one. But did you know, most all logos consist of two primary elements? These elements can be used together or individually to represent the brand.

What are the elements of a logo?

Logos can consist of two primary elements, the mark (the imagery) and the wordmark (the text), to create a combination mark.

Example of logo elements; Combination Mark (left), Wordmark (center), or Mark (right)

What is a Combination Mark?

A combination mark is a logo that consists of two elements, the mark and the wordmark.

If your logo is a combination mark, it is important to refer to your branding guidelines provided by your designer to see if you can use the two elements on their own or if the logo should always be used as a combination mark.

With combination marks, it is not uncommon for a designer to create a portrait and landscape version of the logo. This is to allow the business owner to have flexibility with logo placement on marketing materials without compromising the logos integrity.

Portrait version of logo (left) and landscape version (right)

What is a Mark?

A logo mark, sometimes referred to as the logos "icon", is an image, letterform, or abstract shape designed to symbolize the brand. It can either stand on its own or with the organizations name to create a combination mark logo.

Marks are often used on their own in mobile apps and other varying uses, from social media profile photos to packaging labels. For a logo's mark to be successfully used on its own, it must be unique and instantly recognizable.

What is a Wordmark?

A wordmark is a graphic representation of the business name in a unique or stylized type. It can either stand on its own or with the organizations mark to create a combination mark logo.

Almost all wordmarks can be used on their own successfully, as they literally say exactly what the business is. Wordmarks are a very viable choice when choosing a logo, when designed well they can be very unique without the need for additional imagery and are an excellent choice for retail storefronts due to their "drive-by" readability.

Wordmarks can also appear with or without the use of a tagline. If the business name says the service or product you sell, often a tagline is unnecessary. Removing a tagline, especially a longer one, can make a logo easier to read at a quick glance and make it more legible in small scale applications.

Want to know more? Watch the video

Visit Skyberry on YouTube to watch 'Elements of a Logo, 3 Terms you Should Know' presented by Creative Director, Lacey Johnston.