Logotype vs Logomark – What’s the Difference?
In the field of logo design, you will find that most logos consist of lettering, often called a logotype design, and a symbol or icon called a logomark. But what do these terms mean? What are the differences between a logotype and a logomark design? A logotype refers to words or the name of a business that is designed in a special way. Examples include Pinterest, eBay, Yahoo, or Google. A logomark is an identifying mark or symbol that doesn’t contain the business name. Think of the Nike ‘tick’, Shell, WWF, Mercedes or Adidas for examples.
When people talk about logo design, they are usually thinking about logotypes because of the name. It is possible to display the logo in a pre-existing font or else it can be customised to suit the specific needs of a company. On occasion, logotypes may be made from geometric shapes with abstract letterforms to give off a certain effect. There may also be corporate identity elements such as Pantone colours and white space around the logo. You don’t need to use a symbol or icon to be effective, and that is the idea behind logotype design. When done correctly, using only typography to create a logo design can be an effective branding weapon. What happens is that this form of logo uses a special typeface and letter styling, which becomes associated with a brand.
Creating a Logotype Design
Whether you intend to design your own logo or get a professional branding agency involved, there are a few simple rules to follow:
- Logos must be designed in a vector application such as Adobe Illustrator, not Photoshop! The reason for this is that the logo needs to be scalable without losing its quality. It should be crisp regardless of whether it is printed on a tiny business card or a giant billboard.
- It is important that the logo can be reproduced in a single colour such as black or white while still being recognisable. Imagine how the logo will look on a newspaper advert or reversed out of a dark background.
- Your logo will be reproduced in various sizes and you may need it to be as small as a postage stamp to fit on stationery. Make sure that text and fine lines are still legible when the logo design is scaled down.
- While it is good to experiment with colours, it is best to keep a limited colour palette if possible. Specify corporate colours with CMYK or Pantone references to ensure correct colour reproduction once the logo is printed.
Designers will tell you that logomarks are more ‘abstract’ than their logotype brethren, as they are symbols and they don’t necessarily sit next to the brand name. Companies such as Apple have successfully used a logomark design as their corporate symbol. The silver apple with the missing ‘bite’ has become inseparable with the brand over the years.
Do You Need a Logomark Design?
The type of business you are involved in can dictate whether you need both a logotype and logomark design. It should be noted that adding a logomark could add to your brand development process, so your budget could be the deciding factor. If you are a small business, you could start with a simple yet adaptable logo and add a mark once the company expands and gains a broader market or narrower focus. One of the best reasons to use a logomark is to enhance brand identity. It is an excellent method of helping customers to identify and understand what your brand is about.This is especially the case if your brand happens to be a pictorial representation. An example of this would be a photography agency having a camera symbol as part of the logo design. Logomarks can act as graphic elements on signs, stationery, adverts and merchandise. Indeed, a logomark design can often be more identifiable than a logotype, as is shown by the Apple logo.
- January 30, 2018
- by Atilla Küçükuysal