Also commonly known as a “word mark”, a logotype is a brand name that has been styled into a logo. Compared to other forms of logos, logotypes are the better choice for new businesses as it automatically helps associate a company’s name with the visual identity presented. Unlike logomarks, for example, logotypes do not cause brand confusion as the company’s name acts as the logo itself.

Logotypes are a great starting point for businesses that have not yet reached a point where their brand identity is strong enough. Once they have grown and have developed a well-established identity, then they could consider just using a logomark to represent the company.

Essentially, creating impressive logotypes involves the process of truly understanding your brand, your products or services, as well as your target customers. From then on, you must make a wise selection of the colors, shades, and styles that you want to use.

Most importantly, you must select the typography that is most representative of the brand image and personality you are going for, as the text will serve as the main aspect of the logotype. 

Logotypes often leave less room for creativity for designers, as they’ll technically only have the brand’s name to play around with. This can be difficult for businesses with a name that does not necessarily make it clear what it does or sells. So, for creative professionals and those in hospitality businesses, logotypes may not be the best choice.

Examples of Logotypes

For a clearer illustration of logotypes, here are some examples of famous logotypes that are widely recognized by consumers:

Google:

Coca-Cola:

Related image

FedEx:

Walt Disney:

Have another view, an anecdote that you would like to share, or just a question for the author? Feel free to comment below!

in Branding Definitions
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