Guide
The twelve logo types, and which one is yours
Every logo ever made is one of twelve types. See all twelve, then run the ten-minute audit that shows which one your market has left open.
01
All twelve types, each with a mark you already recognize
02
When each type works and when it breaks
03
A five-competitor audit worksheet you fill in yourself
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Seventeen pages. Every type illustrated, plus the audit sheet.
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What the guide covers
Twelve types. One of them is yours.
Type definitions checked against Figma's design resource library, September 2026.
12
logo types
One page each, with a recognizable mark
5
competitors to audit
Ten minutes of looking, no design work
4
types that need more than one file
Line drawing, 3D, animated and dynamic
Knowing the twelve is not the same as choosing from them. The list tells you what exists; the audit tells you which direction your own market has already used up.
What's inside
Learn the twelve, then pick with evidence.
01
The twelve types, one page each
Wordmark, letterform, monogram, pictorial, abstract, combination, emblem, mascot, line drawing, 3D, animated and dynamic — each with a mark you already know, what it does well, and the conditions where it falls apart.
02
The five-competitor audit
Open the five businesses you actually compete with and write down which type each one uses, plus the dominant color. Blank worksheet included. No drawing and no software.
03
The tally, and the open direction
Count the types across your five. Whatever comes back at zero is the direction nobody in your category owns — and the guide flags which of those directions cost money to run after launch.
The same audit I ran on my own brand.
Nobody in my category was using 3D, so I took it — the rendered C is the face of Cornavaca. The guide walks the method that produced that decision, not a theory about it.
Julio Cornavaca · cornavaca.com