Most logos fall into a handful of structural categories, and knowing them helps you have a more precise conversation with your designer about what you actually want.
Wordmarks
The full business name, styled distinctively through typography alone — no icon. Works well for businesses with a short, distinctive name that's worth building recognition around directly.
Lettermarks
An abbreviation or initials, typically used by businesses with long names that are impractical as a full wordmark. Requires strong existing name recognition to work well, since initials alone carry little inherent meaning.
Pictorial marks (icons)
A standalone symbol representing the brand, with no text built in. Highly effective once established, but risky for a new brand — an icon alone doesn't communicate what the business does or is called.
Abstract marks
A geometric or abstract shape not tied to a literal object — flexible and often timeless, but relies entirely on consistent use to build recognition, since it has no inherent, obvious meaning.
Combination marks
An icon paired with a wordmark, used together or separable for different contexts. The most common and often most practical choice for new or growing brands, since it builds icon recognition over time while the name stays clearly attached.
Mascot logos
An illustrated character representing the brand — friendly and memorable, well-suited to food, family or youth-oriented brands, but rarely appropriate for professional services.
The short version
For most new and growing businesses, a combination mark is the safest, most flexible choice — it builds icon recognition while keeping the name visible, and can be split into its components once the brand is established.