Logotype & Logomark Explained – What Does Your Brand Need?

A company logo is a visual representation of who your company is, why you exist, and what you do. Having a logo helps bring in business as it promotes the credibility of your company and helps people connect a product or service to your company just by looking at a logo. There are three different types of logos to choose from. These are the logotype, logomark, and combination logo. Choosing which type of logo will suit your company best is crucial to make it effective.


With so many modernizations and fresher innovations today, the use of logos has also faced a number of transformations; one of which is the development of logotypes. Logotypes are also known as “wordmarks” and they integrate the brand name or the company name to an inimitably fashioned type of font. These logotypes are presented in thousands of different font styles and sizes.

Logotype experts regard script fonts as something that conveys sophistication and formality; while thick fonts suggest authority and vigor. When these logotypes are presented to the market, they sure have a good way of making the brand or company remembered by people. It is also for this reason that most companies have opted to use logotypes instead of plain logos which only show emblems or iconic and abstract representations of brands.

Tips On How To Make An Effective Logotype Design

Keep it unique. Everyone else’s word processing package comes with a collection of font styles. Today, when the competition is strong, you can’t afford to make your brand appear as another ordinary brand. There is a need to think beyond the usual.With a variety of font styles available, explore your options and choose the right one for your brand.

Be timeless. When it comes to designing, fonts which look great, and are in vogue today will become antiquated tomorrow. The font you pick might look perfect one day, but you might be surprised why you chose this font the other day.

Make way for some space. The space between the characters is important as it affects the readability. When deciding upon font style, pay attention toward the space between the letters. While too little space can make the logo look cluttered and difficult to read, too much space can make it look disjointed. A professional designer can utilize his experience and expertise to craft a logo which gets the impact it deserves.

Go bold. The logo will be used on different things, such as website, business card, letterhead, brochure, or sometimes even on a fabric. When printed in small sizes, the logo designed using thin, fragile, or swirly letters can easily lose its visibility.Use bold and strong fonts to design your logo to ensure it is as clear to view in smaller sizes as it is in larger ones. Remember to keep it simple and strong.

Combining fonts. Sometimes, you might think of selecting two or more fonts to use them together in a logo. Well, picking a couple of fonts, from a massive collection of font styles, that would go well with each other can be tricky. Making the choice would require your observation, instinct, and personal taste. However, make sure that the fonts you choose complement each other. They should neither be too similar nor too different.


Logomarks contain shapes, images, and symbols without any word or letter in the design. When you are traveling in another country that does not speak the same language as you do, you instantaneously recognize the swoosh to be a representation of Nike brand even without the word “Nike”. For this very same reason, logo experts have stressed out the importance of logomarks in conveying a brand name rather than simply styling the brand name in some attractive font style.

How To Create An Effective Logomark Design

Analyze your market. The supreme aim of any company is a maximum business. Your market includes target customers that happen to be your prospective buyers. You have to study them and analyze their class, choices, buying power and purchasing habits. This study lets you know what you are aiming and how you can make a robust position in the marketplace by providing them as per their needs and desires.

Simplicity. A simple logo design can help you in quick identification of your brand. An innovative or unexpected logo can be the best options for you to choose.

Uniqueness. Each and every company has its set of values, characteristics, and ideas. Your logomark has to reflect the unique essence of your company and align with its distinct personality.

Memorable. An effective logo helps the people in recognizing easily and leaves an impact on the minds of potential clients.

Colors. The professionals recommend not exceeding 3 colors. To be safe, 2 colors are exceeding enough. Examine your sketches on grayscale. If the layout is conveying the identical message in grayscale, then it’s successful.

Graphics. Make use of vector graphics for specialized appearance, versatility in design as well as scalability of the graphic. Clip-art structure and stock graphics do not provide the desired expert captivating results.

Combination Logo

This type of logo makes use of both text and symbol. Combination logos are easy to copyright since the text and symbol will always have to be used together, making the logo unique. Combination logos are suitable for companies just starting out as well as for small and medium-sized companies. Including the company name in the logo will help promote brand recognition while the symbol will represent the company services or products.

In recent times, many professionals have debated on whether logomarks have totally surrendered to logotypes and combination logos as most brands prefer either logotypes or combination logos over logomarks in this modern age. However, many still believe that logomarks are the keystones of image individuality. And so the question remains: which of the three is more effective for brand recognition? Even though all these types have diversities in their own rights, it is indisputable that they have similar functions in helping promote a brand or a company regardless of what fonts, symbols or representations are used. The bottom line would always trace back to how a certain brand name was able to penetrate people’s lives and earn their trust; because regardless of how they present their products, company, and brand visually, people will always recognize those that have touched and made a unique impact on their lives.

Thank you for reading!

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