One of the first decisions in logo design is whether the logo should incorporate your business name, stand as a standalone symbol, or combine both. Each approach has advantages — and the right choice depends on where your business is and where you're headed.
The main logo types
Wordmark — the business name is the logo. Clean typography, no icon. Think of companies like Google or FedEx. Works well when the name itself is distinctive and memorable.
Lettermark — initials only, designed as a graphic. IBM, HP, BBC. Works when the full name is long or when the business is established enough that initials carry recognition.
Combination mark — a symbol or icon paired with the business name. The most common approach for small businesses, and usually the most practical.
Standalone icon — a symbol with no text. Apple, Nike. Requires significant brand recognition before the icon alone carries meaning — not usually the right starting point for a new or growing business.
For most small businesses: include the name
If you're a small business that's still building recognition, your logo should almost always include your full business name. Here's why: most people encountering your business for the first time won't recognise a standalone icon. They need the name to understand what they're looking at.
A combination mark — a symbol with the name clearly set beside or beneath it — gives you the best of both worlds. The icon provides visual interest and becomes recognisable over time. The name provides immediate clarity. You can also use the icon alone once you've built recognition.
When to leave the name out
If your business name is very long, a wordmark can become difficult to work with at small sizes. In these cases, a lettermark or a combination mark with a shortened version of the name can work better. A good logo designer will advise on the best approach for your specific situation.
Our logo design service starts with a brief about your business, then we provide 5 initial concepts. You'll see what works — and what doesn't — before committing to a direction.
Get in touch to discuss your logo.