Everyone knows you need a logo – but what kind? There are at least six different types of logos.
The company or product name, stylized in a certain color, font, etc. (Coca-Cola, Disney, Tide)
Company or product name as part of a unique graphic representation (Starbucks, Harley-Davidson)
Pictorial/Brand Mark Logos
A stylized image that becomes recognizable as a representation of the company, product or service.
A subset of Pictorial Marks are Illustrated/Photo Realistic Marks
Logos like these usually adorn consumer goods usually found on the inner shelves of grocery stores and sports teams.
At most loosely based on anything real (Nike, Mercedes-Benz).
One or more letters represented in a unique graphical form to stand for the company, product or service (Unilever, GM)
Pictorial/Brand Marks, Abstract and Letterform Logos are largely interchangable in name and description.