A Comprehensive Guide on Logotype

When you plan to create a logo that will help you with your branding campaign, the first question that will cross your mind is whether you need a logotype or a logomark. Know that your choice here will significantly impact your branding strategy. This may seem too simple, but this choice is a choice that will overwhelm most designers and business owners. First, people lack knowledge of the difference between them. Some may think that there's no difference between them.


What is the Difference between a Logotype and a Logo and a Logomark?



As we've discussed before, a logo represents your brand's story, values, vision, mission, and statement. It can be an image, an abbreviation of your company name, a text, or a combination of different elements. However, stellar logos will usually be more than the elements. It shows why your company is doing business. The Logotype is composed chiefly of the business' name. Some known companies using these are Coca-Cola, NASA, iMac, Google, and CNN. The choice of the font style would be an opportunity for the business to differentiate itself from its competitors. Logomark, on the other hand, primarily constitutes symbols and images, such as Apple, Nike, Shell, etc. A logo may have a logotype or a logo mark. There are also instances when it can be a combination.


Some brands will use these terms interchangeably. As their business grows and their identity appears on almost all platforms and marketing channels, there are different logo variations and functions. For instance, big companies will use a logotype on one of their marketing materials and a logomark on the other. Usually, they only use the full version of their logo when sending corporate emails. However, packaging and promotional items could either use a logomark or a logotype.

 Check out these other articles on Logo Design

What Does Logotype Mean?


Logotype includes the kind of logos that encompass the company's name, the initial, the abbreviation, and sometimes the owner's signature. A logotype encourages people to remember the name of the brand. It is associated with the more traditional form of marketing the business. It is a formal method for the company's branding campaign. The success of using this logo will depend on how matching the styles are to the brand's personality or identity. We've discussed the different psychological impacts and possible interpretations of various font styles. As a quick refresher, a colorful and cursive logo suggests that your company offers more fun and relaxed service; a bold and black letter means that you are a traditional business entity.


Never think that the Logotype will be an easy decision. A simple mistake can expose you to some of the worsts branding issues. Most graphic designers will tell you that this is one of the most challenging aspects of logo design. You have to make tough decisions as opposed to choosing a logomark. Sure, they have similar considerations concerning color, sizing, and composition, but logotypes must deal with typographical choices. Almost all kinds of font styles today have already been used in a logo. Therefore, it would be difficult for you to look unique. Some companies will choose to develop fonts from scratch to ensure they are different.


What Are the Pros and Cons of Logotype?


To help you decide if a logotype suits your business or not, we have listed some of the common advantages and disadvantages of using this logo. Hopefully, we can lead you to a more desirable result.




  • People will think of it as something traditional or classic. Depending on your target audience, people will find you more credible and reliable.
  • It is an excellent way for people to remember your brand's name.
  • Logotypes help in advancing your brand awareness.
  • People love wordplays and puns; it will give you that opportunity.
  • It helps in providing extra information about the company.
  • It eliminates the probability of causing brand confusion.




  • Our mind process image faster as opposed to text. They may remember your logo's color and style, but it'll take some time before they retain your business name.
  • The trend in the font can change unpredictably. A compelling logotype may appear outdated and irrelevant after a few years.
  • There are a bunch of letters that come with better creative opportunities.
  • Some may think it does not offer the same creative freedom as logomarks.
  • It may not be applicable on all occasions and marketing materials.


Who Should Consider Using Logotype?


A logotype is an excellent choice for a startup company that wants people to know about the name of their business. People may not quickly remember your name at first glance, but as they are constantly introduced to your logo, the name will eventually stick to their minds. If your company's name shows the service you are offering, for instance, Fort Worth Personal Injury Lawyer, it can also be an excellent choice. Some brands also want to include their company slogan in their logo. Therefore, they will also need to consider using Logotype. Company branches and franchises that want to take advantage of the popular name of their business will opt for this. If you want a more historical, traditional, and sophisticated approach, this is the best way to do this.


How Do You Design a Perfect Logotype?


For graphic designers to create a logotype, you will need to ensure that you have the expertise. You must ensure that you know how to choose the right font for a specific business that will help convey your brand story. Let's analyze this further.


The Font Style


Various fonts will communicate different statements and meanings. They highlight unique properties and personalities. Your prospects can easily assume the service or product and the quality through your chosen typography. You may not realize it, but the font has a psychological influence on your customers. Therefore, when developing a logotype, always select a style that will be relevant to your brand and resonate with your statement. For a more conservative or classic type of business, they will often choose a font style that belongs under the serif typeface. On the other hand, Sans Serif suits a company with contemporary and modern solutions. If you want a more masculine but still traditional approach, slabs serif has a collection of fonts to use. A feminine and elegant company will find what they want in a script font. Display and handwritten are two emerging trends in logo design.


The Font Weight


Now that you have narrowed your choices on font style, you can determine the right choice by being specific about the font's characteristics and weight. Fonts will have variations in these aspects, and you should take advantage of that when developing your Logotype. Some will be hair-thin, and others will appear overly thick. You could be drawn to thicker font if you have a shorter name. However, this may seem too bulky when used on particular channels. Some may look desirable on a billboard but will disappear when you use this on pamphlets and magazines. You should review this as well as the marketing materials before making a specific choice. Even small and obscure choices will make the logo look unique.


The Industry Expectations


When looking for a font for your Logotype, you don't want to be too focused on how it looks and feels. Some company needs to develop a log with historical connotations. You should always consider the industry where you are in when choosing the font. Some of them may not appear appropriate. For instance, a rustic vibe could compliment your company if you have a mechanical service. Choosing a font style that is particular to your industry helps meet the audience's expectations and eradicate confusion.


Understanding Concepts


There are different terms that you must understand before you begin with the design of your Logotype. Otherwise, you can easily get lost in the process. Here are some of them.

  • Tracking- Adjust the space of the letter group or the entire block of elements.
  • Leading- This is the space on the upper and lower line text.
  • Kerning- Adjusting the space between the letters found in the same group.
  • Font Spacing- Horizontal and Vertical spacing of the font. Changing it will help alter the appearance of the font.
  • Median- Also called x-height, is used when the lower cases achieve their maximum possible height.
  • Descender- These lowercase letters descend on the main body, such as y, p, and g.
  • Baseline- All the characters sit on the same baseline.
  • Ascender-These are the characters that go beyond the baseline, such as b, d, and h.


If you have been reading this article about Logotype, you could be asking yourself if this is the right solution for you. There are many options to consider, and it is vital to find one that will assist your branding campaign. The logo remains the most crucial aspect of your company's branding. Make sure you will do things that will help you get things right. If you don't have logo design experience, you can look for a professional graphic designer.


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