Typo logo vs. image logo: What fits your brand?

When you need a new logo — for example because your business is just starting or because you're planning a rebrand — you're quickly faced with a fundamental question: Typo logo or image logo?

This decision is not just a matter of taste. It is about impact, recognition and brand strategy. A logo is the visual anchor of your brand — and the first thing customers see. It is therefore all the more important to make conscious decisions here.

Typo logo: The power of writing

What is a typo logo?

A typo logo (also known as a word mark) consists exclusively of text — i.e. the name of your brand, designed in a specific typography. Examples of well-known typo logos:

• google
• Coca-Cola
• IBM

Benefits of a Typo logo

• Clarity & professionalism: No frills, no symbols — just your name. That radiates focus.
• Recognition by writing: A well-designed typography can also be very memorable.
• Versatility: Works in any size, on any medium.
• Cost efficiency: Fewer elements, sometimes easier to produce.

When does a typo logo fit?

A typo logo is ideal if you:

• has a short, concise brand name.
• want to appear reputable and reduced as a brand.
• relies on clear communication.

Image logo: Symbolism that works

What is an image logo?

A combined image logo a graphical symbol with the brand name — or is even just out of the symbol. These logos are also called figurative marks or combined word and image marks.

Well-known examples:

• Nike (Swoosh)
• Apple (apple)
• Lacoste (crocodile)
• Instagram (camera icon + font)

Benefits of an image logo

• Quick recognition: Pictures are processed faster than words — that's memorable.
• Emotional connection: Symbols can communicate values, emotions, and identity.
• Strong visual identity: Your image logo can even stand alone for your brand.

When does an image logo fit?

An image logo works particularly well when you:

• has a longer name or one that requires explanation
• Want to emotionally charge your brand
• want to build a strong visual presence
• work with apps or social media (where icons are central)

Combined logos: the smart center

Many companies combine Text and image to a flexible overall logo. You can use the logo depending on the situation use as a pure word mark or figurative mark — depending on the context.

This combination provides:

• maximum recognition
• Flexibility for various media
• a strong visual language + clear name

‍Case studies from practice

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N26 ROAD

Typo logo

Clear, minimalistic, urban

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starbucks

image logo

Iconic face, strong symbolic power

spotify

Combo logo

Lettering + wave symbol for audio world

Airbnb

Combo logo

Symbol stands for belonging & openness

linkedin

Typo logo

Clear, reputable word mark with social element

Our recommendation as a branding agency

If you're just getting started with your business, we recommend:

• Typo logos, if your brand name is short and concise.
• Image logos if you want to visually express emotions, vision, or values.
• Combine logos if you want to be scalable and versatile.

As a branding agency, we analyse in advance:

• Your target group
• Your sector
• Your brand character
• Your marketing channels

Only then do we develop a logo that Not only does it look good, it also works.

Frequently asked questions (FAQ)

Is a pure text logo professional enough?

Yes! Many of the biggest brands in the world rely on Typo logos. The design is decisive — not the number of elements.

Can you switch from the typo logo to the image logo later?

Absolutely. Some brands start off reduced and later add a graphical element to it.

How much does a professional logo cost?

Depending on the scope of the project, our logo design starts at around 1,500€. Includes briefing, drafts, fine-tuning, and export files.

What if I change my mind later?

Good branding is flexible. During development, we make sure that your logo remains scalable — even for later adjustments.

Do I have to decide right away?

No In the design process, we often develop different directions and test what fits your brand better.

How long does logo development take?

Typically 2-4 weeks from briefing to final drawing — depending on feedback cycles and scope.

conclusion

There is no “right” — just what's right for your brand

Whether typo or image logo — the most important thing is that your logo authentically, timeless and strategically thought-out is.
And that's exactly what we're here to help you do.

➡️ Looking for branding that works?
Sign up for a free initial consultation!

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