A great logo is less about the shape and more about the meaning a brand pours into it over time. This post summarizes a Vox video featuring graphic designer Michael Bierut, who breaks logos into three types, adds a fourth called the logo system, and explains why arguing over a new logo misses the point. The video belongs to Vox; this is my own summary.
Key Takeaways
- A logo is the face of a company and has to work at tiny and huge sizes.
- There are three types: wordmark, pictorial and abstract.
- A fourth type, the logo system, is a flexible framework with endless variations.
- A logo is an empty vessel. Meaning is poured in over time.
What Are the Three Types of Logos?
- Wordmark. The easiest and most familiar, like a signature or the Google and Coca-Cola logos. It can feel modern and clean or rooted in heritage.
- Pictorial. A picture that identifies the company name, sometimes directly, like Target, and sometimes indirectly, like Lacoste.
- Abstract iconography. The favorite and the holy grail, because it can feel like magic. The Nike swoosh is the example.
How Did the Nike Swoosh Become Meaningful?
People think the swoosh was a great mark the day it was drawn. It was not. A design student named Carolyn was asked to draw ideas, the founders did not love it, and they used it anyway.
It was not an instant success. It grew once it was on shoes that were good and Nike’s marketing tied it to the idea of athletic achievement. Twelve years later, Nike gave her a ring with the swoosh and an undisclosed amount of Nike stock.
A little mark means something big only over a long time. Religious symbols work the same way: the meaning is not in the shape, it is in what people have come to associate with it.
What Is a Logo System?
A logo system is a framework with endless permutations. MTV was the first huge example, and Google’s daily doodles are another.
Bierut says this approach is tied to technological change. In the past, a logo was applied to equipment, buildings and executive gifts. Today it is an email signature, a Twitter avatar or the icon next to a URL, and it can change at the drop of a hat.
He used a system for the Hillary Clinton logo: the H and arrow can hold any colors, so it can reflect the electorate and the issues.
Why Does the Logo Debate Miss the Point?
Bierut calls logos empty vessels. You pour the meaning in, and some vessels hold certain meanings better than others.
People judging a new logo think it is a diving competition, but organizations are in a swimming competition. It is not about the splash, it is about how long you can keep your head above water. Logos need a long life, not points in a discussion.
Frequently Asked Questions
What are the types of logos?
Wordmarks, pictorial logos and abstract icons, plus logo systems that can use elements of each.
Who is Michael Bierut?
A graphic designer featured in the video. He says he is often ambivalent about logos.
Where can I watch the original?
The video is a Vox production and is embedded on this page.
The Short Long Of It
A logo is a vessel. Pick a type that suits your brand, keep it consistent, and give it years to fill with meaning.
Suggested Reading
- What Makes a Good Logo Design (10 Mistakes You Need to Avoid)
- How to Design a Business Logo: The Definitive Guide (2026)
- What Is a Brand Identity System? Complete 2026 Guide
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