Logo Wars: Wordmark vs Icon Mark vs Combination Logo

What Is a Wordmark, Icon Mark, or Combination Logo?

Your logo is one of the most important elements of your brand identity — it’s often the first thing people notice and the symbol they’ll remember long after visiting your website or seeing your product. But not all logos are created the same.

There are three main types of logo styles that brands commonly use: wordmarks, icon marks, and combination logos. Understanding how each works can help you choose the best direction for your brand’s visual identity.

What Is a Wordmark Logo?

A wordmark logo (sometimes called a logotype) uses only text — usually your company’s name — presented in a unique and memorable typographic style. There are no symbols or images, just clean, purposeful design.

Famous examples include:

Wordmarks work best when your brand name is distinctive, easy to pronounce, and not too long. They help people quickly associate your name with your visual identity.

Design tip: Since a wordmark relies entirely on text, typography is key. Choosing the right font, spacing, and colour scheme can make your name instantly recognisable and convey your brand’s personality — whether that’s elegant, bold, or modern.

What Is an Icon Mark Logo?

An icon mark logo (also known as a symbol or brandmark) uses a graphic image to represent your business — sometimes without including your name at all.

Famous examples include:

These logos are often simple, powerful, and memorable. They’re especially effective for brands with strong visual recognition or for those that need a compact logo that works well on digital platforms, app icons, or product packaging.

Design tip: A great icon logo should be clear enough to stand alone while still representing your brand’s identity and values. The most successful ones are instantly recognisable and timeless.

What Is a Combination Logo?

A combination logo brings together both a wordmark and an icon mark into one unified design. This is the most common and versatile logo style, used by brands that want flexibility — the ability to use text, symbol, or both, depending on the context.

Famous examples include:

Combination logos are ideal because they allow brands to build recognition in multiple ways: the name helps new audiences remember who you are, while the symbol adds personality and visual impact. Over time, many brands grow to the point where they can confidently use just the icon alone.

Design tip: Ensure your wordmark and icon are designed to complement each other — they should work just as well together as they do separately. Balance, proportion, and alignment are key to maintaining a cohesive look across different platforms.

Comparing Wordmark, Icon, and Combination Logos

Feature	Wordmark	Icon Mark	Combination
Main Element	Brand name	Graphic symbol	Text + Symbol
Best For	New or name-focused brands	Established brands or app-based businesses	Brands seeking flexibility
Recognition	Builds name awareness	Builds visual association	Builds both
Versatility	Great for print and digital	Perfect for small spaces and mobile	Works across all platforms
Examples	Google, Coca-Cola	Apple, Nike, YouTube	Adidas, Burger King, Lacoste

How to Choose the Right Logo Type

Choosing the right type of logo depends on your business goals, audience, and where your logo will appear. Ask yourself:

1. Is my name distinctive enough to stand alone? If yes, a wordmark might be perfect.

2. Do I want a strong visual symbol that represents my brand values? Then an icon mark could be the way to go.

3. Do I need versatility across print, digital, and merchandise? A combination logo offers the best of both worlds.

Ultimately, the right logo type should communicate your brand’s essence at a glance — it should be simple, memorable, and adaptable.

Final Thoughts

Whether you choose a wordmark, an icon mark, or a combination logo, the goal is always the same: to create a strong visual identity that’s instantly recognisable and reflects your brand personality. The best logos are timeless, distinctive, and scalable — they look just as powerful on a billboard as they do on a mobile screen.

Need Help Creating a Logo That Stands Out?

If you’re ready to create a logo that truly represents your business, get in touch with our design team today. We’ll help you develop a wordmark, icon mark, or combination logo that fits your brand perfectly — delivering a visual identity that’s professional, memorable, and built to grow with your business.