“I want a logo!” With these words every logo design process starts. But this isn’t enough for a designer to develop the new logo for your website. It helps to know what type of logo you want, or, at least, what your preferences are. Here you find the different styles of logos so you can tell your designer what type of logo you prefer.

Typographic logo

The easiest and most accessible type of logo is the typographic logo, that only consist of a well-chosen font and color. These logos are the most simple and time-resistant logos. Here are some examples of some typographic logos.

Typographic logo with a wink

For a number of years now, the typographic logo with a wink has been very popular. These logos contains a clever pun that will put a smile on your face. This is our personal favourite, because it is stylish and subtle, and it elicits an emotional response.


Letter logo / monogram

Another logo type is the letter logo, or monogram. Does your research have an acronym or abbreviation it uses? In that case a letter logo might be a good option.

Combination mark

A combination mark consists of the name of the lab, research group or scientist plus a logo element. It’s the cherry on the cake, and it help make the logo stand out more. One advantage to this is that the element itself also can be used to design elements with on your website or brochure.

Emblem logo

An emblem logo consists of text on a coloured background or has a specific shape. Although emblem logos are used by many different companies, you will see them mostly in the hotel and catering industries.

Isolated symbol / icon logo

A logo without any text is only a good idea when you are already well-known and everyone is familiar with your brand. The following logos were formerly combination logos that included text,  and are now so familiar that everyone knows what they stand for and are used without any text.

Choosing to have multiple styles

You can also combine it all, as some companies use several instances of the above logo types. WordPress for example uses a number of variations of the logo according to where they use it (see https://wordpress.org/about/logos/). So you do not always have to choose.  As long as the logo is recognizable as your brand you can vary the types in your displays.

Flexible identity

Flexible identity is a relatively recent development. It is a logo or corporate identity style design that can easily be used for a variety of themes. This is an especially good idea if the content of the brand can mean different things. The Natural History Museum has many different exhibitions about the earth, plants, and animals, all of which can be seen in the various manifestations of their brand:

A great example of this can be found in the Netherlands:  The Universiteit van Nederland (University of the Netherlands) uses their “U” to show the variety of the content of their online scientific lecture series: