Logo or logotype? These terms are often used interchangeably, which can lead to some confusion. Although logo and logotype are closely related, they differ in many ways. In today's world full of brands and visual stimuli, where a single glance at a symbol can trigger a cascade of associations, understanding the difference between a logo and a logotype becomes a crucial detail in the process of building a brand image. In this article, we will clarify all doubts by explaining, among other things, what a logotype is and why it is important for an effective branding strategy.
Logotype – What is it?
Logo and logotype are not the same. What may seem to some people like a subtle difference in terminology is, in fact, a completely different form of communication. So what is a logotype? It is a unique typographic designation consisting of properly designed text that represents the name of the company, brand, product, or service. How then to explain the difference between a logotype and a logo? A logotype is the textual part of a logo. However, keep in mind that when you see a plain inscription, you cannot immediately determine that it is a logotype. What does this mean? That a logotype is a meticulously designed business card and the essence of a brand encapsulated in carefully matched typography. Here, every line, curve, or color has its meaning and speaks to the senses of consumers. Explaining the relationship between a logo and a logotype, one could even venture a somewhat lofty statement that the art of creating them is somewhat like an artistic seal that uniquely signs a brand.
Logo and logotype – What you should know
Sometimes a logotype is just a part of visual communication that does not appear in a logo, and sometimes it is an integral part along with the so-called symbol (which we will discuss further in this article). A logotype should be designed in a way that reflects the values, character, and personality of the brand. It cannot be too complicated, as this could unnecessarily hinder its memorization and perception. Simplicity is often the key to effectiveness.
Examples of well-known logotypes:
Lay’s,
Chupa Chups,
VISA,
Pampers,
IBM.
Logo and logotype – Differences
Logo is a more general term that encompasses various graphic forms. Logotype, on the other hand, primarily focuses on the textual aspect. To better understand the relationship between the concepts of logotype and logo, it is worth remembering that logo is a comprehensive identification mark that can contain both textual (logotype) and graphic (symbol) elements. Thus, it can be said that logotype and symbol are elements that together make up a logo, complementing each other and creating a cohesive brand identity. Of course, the final form that a logo or logotype takes depends on the branding strategy and the specifics of the given brand. Therefore, designing a logo is best left to experienced graphic designers who are well aware of which elements influence consumer psychology. This knowledge allows, among other things, to build positive emotions and associations while avoiding unnecessary mistakes, which unfortunately often result in logos and logotypes being non-functional and unsuitable for use on various media.
Symbol and logo – Features and examples
A symbol adds character and recognizability to a logo. It is a graphic sign or symbol that is an integral part of the logo itself and constitutes its characteristic element. The symbol is usually placed inside or next to the logo itself. It can also appear independently within the brand's visual identity.
Examples of symbols include:
the apple in the Apple logo,
the Pepsi logo,
three stripes in the Adidas logo,
the “smiling” arrow in the Amazon logo,
the golden arches of McDonald's
swoosh – a dynamic, curved line in Nike,
the outline of a panda in WWF.
Symbols and logos complement each other; however, symbols often are used instead of the full logo, especially when there is not enough space on an advertising medium to present the entire mark.
Logo and logotype – Summary
In the marketing industry, it is very important to understand the differences between a logo and a logotype. In summary, a logo is the general designation of a brand’s identification mark, while a logotype is a specific element focused mainly on text, representing the name or another form of wording.
We hope that after reading this entry, you now understand perfectly what a logotype is. The examples included in the article should also make it easy for you to remember how a logo differs from a logotype. Remember that entrusting the creation of a logo to an experienced agency is always a great investment in the communicative effectiveness of the brand and minimizing potential errors and problems related to design. A professional approach will ensure that a logotype and symbol that is not only attractive but primarily functional and aligned with the goals of your brand will certainly be created. We invite you to contact Brand Garden.
