Logomark
Also called brand mark, logo symbol, pictorial mark
What is a logomark?
A logomark is a logo that uses a symbol or icon without any words. It can be pictorial, showing a recognizable object, or abstract, using a shape that only means something through association. Logomarks work well in small square spaces, like app icons and profile pictures, once people already connect the symbol with the brand.
Logomarks are often paired with a wordmark to form a combination mark. Over years, some brands drop the name and use the symbol alone, but that only works after a lot of exposure.
"Brand mark" is a common synonym, though some designers use it more loosely for any logo. In trademark law, a mark is any sign that identifies the source of goods, words included.
Why a logomark matters
A logomark scales down well, works across languages and fits the square spaces social platforms give you. It is ideal for profile pictures, watermarks on videos and favicons.
On its own, though, a new symbol carries no meaning. Small businesses usually get more from showing the symbol next to the name until brand recognition is built.
How to design a logomark
- Pick one idea to represent: an initial, an object tied to your trade, or a shape that fits your personality.
- Reduce it to the simplest shape that still reads.
- Check it works in one color and at 16 to 32 pixels.
- Make sure it does not look like a competitor's or a common stock icon.
- Pair it with your wordmark in a combination version for most uses.
Logomark FAQ
What is the difference between a logo and a logomark?
Logo is the general term for any brand mark. A logomark is the specific type that is a symbol with no text.
Should a small business use a logomark alone?
Usually not at first. A symbol only means something after people have seen it with your name many times. Use a combination mark and keep the symbol for small spaces.
Related terms
A logo is the graphic mark, name or symbol that identifies a business. It can be a wordmark, a symbol, or both combined.
A wordmark is a logo made only of the brand's name, set in distinctive type or custom lettering, with no separate symbol.
Visual identity is the visible side of a brand: logo, colors, typography, imagery, icons and layout rules applied the same way everywhere.
Brand recognition is people's ability to identify a brand from cues like its logo, colors or sound, even without seeing the name.
Brand assets are the reusable files and elements that make up a brand: logos, colors, fonts, photos, icons, templates and sounds.