When clients ask me to design a logo for their business I always start with this discussion of what kind of “logo” they need. A “logo” is often made of a logotype and a logomark. But not every business needs both.
A logotype stands for words or the name of a business that is designed in a customized way.
A logomark is an identifying mark or symbol that doesn’t contain the business name, like a drawing or image that represents the business.
Logotype
Usually when using the word “logo” people are thinking of logotype. A logotype is the name of a company that is designed in a visually unique way for use by that company. It may be displayed in a preexisting font that is customized to some degree or another. Or it may be built from geometric shapes that abstract letters for a specific effect. There can be other specifications associated with the design of a logotype that are referred to more broadly as corporate identity elements. These include PMS colors and how much empty space is required around a logo.
It’s not necessarily needed to use a symbol or icon to effectively create a good logo, and that is the idea behind logotypes. When it is done correctly, using only typography to create a logo can be an extremely effective branding weapon. What normally happens is that this form of logo uses a special typeface and letter styling, which becomes associated with a brand.
Logomark
A logomark or “symbol” does not generally contain the name of the company — it more abstractly represents that company. It may or may not always sit next to the logotype and there may be a few types of marks in the corporate identity system that get used in different contexts. These rules will be spelled out in a brand usage document.
Logomarks can be very useful, because they can enhance brand identity. It can help consumers identify what your business is about, especially if your logomark is a pictorial representation, such as a having camera for a photographer. They can be used as consistent graphic elements on marketing materials, wearables, and signage. A logomark can sometimes be more identifiable than a logotype, such as the apple symbol for Apple Inc.
Do I need a logomark?
How to decide if you need both a logotype and a logomark? It depends on how you will use your logo and what business sector you are in. Designing a logomark can add a significant cost to your brand development process so budget can be a factor too. Some new businesses will start simple and add a mark after the business grows and perhaps gains more (or sometimes less – meaning broader) focus.
It’s important for all logos to remain equally readable at each zoom/ scale level. You may not be buying a giant billboard but printing a logo a few inches across on a brochure is a much higher resolution environment than on a website.
To see some logos I’ve design head on over to my logo design portfolio or just download my updated identity design portfolio PDF.
4 Comments
As a logo designer i get more than 80% logo marks to get designed and rest asks for logo types. Now a days it’s difficult to explain your customer that what will suite him because they have already made their mind after watching some examples.
Because everyone, EVERYONE, wants to be Nike.
Essentially, a logotype consists of the company name or initials, while a logomark consists of a symbol or image that symbolizes the business.
Is the Pepsi logo a logotype?