Logo vs. Logotype vs. Logomark: They’re Different?

Today, we're diving into the world of logos—those all-important brand emblems that, when executed properly, allow you to stand out from the crowd and be instantly recognized at a glance. Within the marketing world, it’s well understood that having a recognizable logo is crucial to building brand equity. However, only those fully living in the design and brand strategy world are likely to understand the distinction between logotype, logomark, and logo along with what makes each important. Whether you’re new to the world of logo design, or you’re a brand-side marketer who is revisiting your existing logo with an agency partner who has begun to throw these terms around, understanding the distinction will go a long way. Let’s dive in!

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What is a Logotype? 

Logotype is all about creating that unique, recognizable visual through the typography used for your brand name or abbreviation. Brands like Coca-Cola, Disney, and Netflix are fantastic examples of successful logotypes, where just the brand name represented in their custom typefaces have become iconic. Coke’s bubbly cursive letters twirl together to form the very essence of their brand identity, Disney’s fun, cartoonish strokes allude to their brand purpose, and Netflix stands out with its long, red, blocky san-serif that feels cinematic to its core. For your brand, you may choose to leverage an existing font, or create a custom typeface—either can be incredibly effective (but creating your own typeface can definitely set you apart!) The key is that the feeling of the typeface exudes your brand’s identity, visually represents your values, and distinguishes you from your competitors.

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To see an example of where we dove deeply into logotype to clearly express a brand’s identity, check out this case study about our work with Flook. 

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What is a Logomark?

Logomark is the recognizable icon you associate with a brand that acts as a purely graphical representation of that brand’s identity. Nike’s swoosh (ever heard of it?) is the classic example of a successful logomark, but there are many others we could show you and you’d immediately know the brand and what they sell before seeing anything else. Great logomarks use clever and often simple designs to communicate the brand's personality without saying a word. Having a logomark that is recognizable even at very small sizes is extremely advantageous for use on digital platforms like as your website’s favicon or your app’s icon. 

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In some cases, brands that have built tremendous equity in their logotype may simply use an abbreviation or the first letter of their name in the iconic logotype to use as their logomark. Netflix does this with their “N” and Louis Vuitton takes the “L” and “V” and overlays them in an abstraction that simultaneously feels iconic while also rooted in the brand name. There is no one right way to approach your mark, as long as when people see it they associate it with you and only you.

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Wait… Then what is a Logo?

A logo is the magical realm (Narnia, perhaps) where logotypes and logomarks collide. Logos bring together the power of letters and symbols to create the full visual identity for a brand. A well-crafted logo grabs your attention, sparks emotion, and should give you a feeling for who the brand is before you know anything more about them. Logotypes make their mark in things like packaging, billboards, and ads, where they proudly display the brand's name for all to see, while logomarks shine in the digital realm. Together, these things make up your full logo, which should also be on full display on anything from t-shirts and mugs, to websites and business cards. 

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No matter where you are on your brand development journey, it’s helpful to understand the distinction between logotype, logomark, and logo so you can have educated and specific conversations with your designers. Despite there being quite a bit of overlap in how each of these elements support the visual identity for your brand, they do each serve a specific purpose. Now that you have a better understanding of those differences, the importance of each and the places where they provide the most value, you’re ready to take the next step in your brand journey. 

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