Lesson 6: How to Build a World Class Brand with Canva
This Module marks an important juncture in the course.
We’ve now done our moodboard, we’ve set up our folder directory, we now have our colour palette, we have learnt what grids are , we’re going to put it all together to design our logo !
*Designing Logos That Build World-Class Brands on a Budget*
In this lesson, you’ll learn how to design a logo that sets the foundation for your world-class brand—without the hefty price tag of hiring a professional agency.
Task: Open up a blank logo template
Let us now look at the types of logos that exist
Here are the seven types of logos, along with examples:
1. *Monogram Logos (Lettermarks)*
These logos consist of letters, typically brand initials. They are simple and great for businesses with long names.
**Example**: NASA (National Aeronautics and Space Administration), HBO (Home Box Office), IBM (International Business Machines).**Example**: BBC (British Broadcasting Corporation), UPS (United Parcel Service), CNN (Cable News Network).
2. *Wordmark Logos (Logotypes)*
These are font-based logos that use the brand name itself. They work well for brands with short, distinct names.
**Example**: Google, Visa, Coca-Cola. Disney, FedEx, Canon.
3. *Pictorial Marks (Brand Marks or Logo Symbols)*
These are standalone icons or graphics, often used by companies with strong brand recognition.
**Example**: Apple (apple icon), Twitter (bird icon), Target (bullseye). Shell (shell icon), Pinterest (pin icon), WWF (panda)
4. *Abstract Marks*
A type of pictorial logo, but instead of a recognizable image, it uses an abstract geometric form to represent the brand.
**Example**: Nike (swoosh), Pepsi (circle symbol), Adidas (three stripes). Airbnb (geometric "A"), BP (abstract green-yellow symbol), Mitsubishi (three diamonds).
5. *Mascot Logos*
These logos use an illustrated character as the brand’s ambassador, often appealing to families or giving a wholesome impression.
**Example**: KFC (Colonel Sanders), Cheetos (Chester Cheetah), Pringles (Mr. Pringle). Michelin (Bibendum, the Michelin Man), Pillsbury (Pillsbury Doughboy), Wendy’s (Wendy character).
6. *Combination Marks*
These logos combine text and imagery, offering the best of both worlds to convey the brand message.
**Example**: Burger King (burger with text), Lacoste (crocodile with brand name), Doritos (text with triangle symbol). Puma (text with puma icon), Adidas (text with three stripes), Red Bull (text with charging bulls).
7. *Emblem Logos*
These are logos where the typography is inside a symbol or an icon, similar to badges, seals, or crests.
**Example**: Porsche (crest emblem), Harvard University (shield emblem), BMW (circular emblem with Bavarian colours). Starbucks (mermaid emblem), Harley-Davidson (crest logo), NFL (shield).
Each type of logo can bring a different feel to your brand, so it's important to choose the one that best aligns with your brand identity. You can search into Canva’s search for the explicit type of logo that fits your brand e.g. wordmark etc.
Do you remember the personal branding sheet that we did in Module 1 alongside the moodboard? Refer back to this document, and choose a logo type that fits with your brand personality.
If you’re still wondering which logotype to use, let’s look at how logos are applied in certain industries in this video