There are only three types of logotypes, and understanding them helps explain why some brands feel timeless while others look perfectly of their era.

I created this illustration to show what I call the Traditional, Contemporary, and Iconic logotypes. Let's go through them one by one.

What is a logo, and why does it matter so much?

At its core, a logo transforms a name into an image. It takes a few letters, your company name, and gives them a visual identity. Every project, business, or brand starts with a name, but for it to truly stand out, it needs to be heard, written, and most importantly, seen.

Logoinnovator is an AI-powered design engine inspired by the lifelong experience and creative philosophy of Niclas Sellebråten, a Swedish designer and brand consultant who has worked with global companies such as SAS, Volvo, and Swiss Airlines, as well as developed identities for more than a hundred startups.