The difference matters
Branding often uses the phrase that the logo is the face of the brand. It is something that creates an emotional bond with the recipient, and above all, something that plays a significant role in giving the brand a visual identity. Can the same be said about the logotype? Can both of these elements of visual identification be considered the same?
The vocabulary related to the identification system is becoming more and more common. The same can be said about the statement that good identification is a solid foundation for building the success of any brand – small and very large with solid experience. Probably the first element of such identification that comes to mind is the logo design, which is often and wrongly used interchangeably with the word “logotype”. What are the differences between them?
What is a logo?
A logo is a characteristic and unique graphic form that identifies a brand, company, service or product. It comes in three forms:
- combination of brandmark and logotype,
- single graphic, no text (logotype),
- only text, no graphics.
The final look of the logo depends on the concept of corporate identity for a given brand.
Due to the great importance of a logo in shaping the image and advertising, its design must be extremely well-thought-out. You should take into account the identity of the company, the preferences of its recipients, and finally the image you want to shape. You can use a symbol, colors or adapt to current trends (for example during rebranding). A perfect logo must have features such as universality, uniqueness and scalability, which means that it is equally legible regardless of its size. The logo should be unique, i.e. it should evoke associations with a specific organization.
The border between the logo and the logotype are very small, therefore the two terms are often confused. This is partly due to the fact that the logo and logotype appear many times as a common element in visual identification. Therefore, the easiest way is to assign a text issue to the logotype and treat the logo as a graphic form of representing the brand symbol.
What is a logotype?
The simplest explanation for the definition of a logotype is to compare it to a text form. It is a graphic representation of the brand name, which is most often in the form of a letter. The best examples of a logotype can be the brands: Coca-Cola or Google.
The logotype is to distinguish the brand from the competition. Business owners often register logos as trademarks, which allows legal protection against their copying and strengthens their unique character.
How to design a logotype?
The logotype, as an integral part of the logo, requires careful thought. The name should be created using the original, characteristic typography. The right composition with the brandmark is equally important. Brands must also not forget about the selection of appropriate colors that will evoke specific associations among recipients. The font should be of a suitable size and the letters should be spread out so that they can be read regardless of the size of the logo. It is worth involving a professional graphic artist to create logo or logotype.
Time for a little summary. The logotype is an important component of the logo, as it is its visual textual form. When creating a logotype, the first thing you should focus on is its purpose and how it should display the brand’s values.
Remember that the company can design and have all the signs presented in the article as a single logo or separately in the form of a brandmark and logotype. Many companies use them interchangeably depending on the needs and their purpose. Nevertheless, it must not be forgotten that the logo and logotype are two completely different expressions and should not be used interchangeably.
Now you can draw your own conclusions and decide whether, a logo or logotype will be better for your business.