Stylization began with alternate typefaces, a custom typeface, modifying letterforms for visual impact and meaning. Over time, it became desirable to stylize the spelling of the name for greater legibility, recognition and to differentiate. The logotype started as the name of the company, simple. For example, Pixler, Twitter, Facebook, and SnapChat all communicate on three levels simultaneously, this was a first for logotypes.
#Logomark vs wordmark how to
Alternate spellings and made up words became company names for the purpose of communicating the company name, how to access the product, and define the use. Later internet businesses felt the pinch as domain names, the only way to access the product online, became harder and harder to come by. For the first time, the logotype had to identify the company and communicate to the audience how to access the service. With the emergence of internet based businesses, logotypes only corporate identities became very common, there is a very practical reason for this. Some brands will always only utilize a wordmark for identification. A logo is a logomark, and a logotype is a wordmark. To continue to misuse these terms so that there no more meaningful than more modern vocabulary slang such as going viral, marketing blitz, buzz-worthy, or web 2.0 is inexcusable.Ī logo is not a logotype or a wordmark. The reduction of a profession and craft with hundreds of years of history to sensationalized buzz-wordy-ness is disappointing. In an industry which seems to consume and spit out terminology like a piece of gum that lost its taste many chews ago, it may be time to reclaim these terms and re-assert their original meaning. For many it simply doesn’t matter, to them a logo is their brand, a logotype is just another word for a logo, icons are doodles and ‘brand’ is a one-size-fits-all term for any under-defined strategy, this has to stop.
Logotype, logo, logomark, wordmark, icon, and brand are often used interchangeably, inappropriately and without an understanding of which one is actually what. Logo vs Logotype what makes a good brand transcendĭigital design and branding has made these terms ubiquitous, overused and more importantly, misused.
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