Logotype vs. Logomark vs. Logo: What’s the Difference?

When you're creating a logo, one of the first questions to consider is: “Do you want a logotype or a logomark?” While both are types of logos, they serve different purposes, and choosing the right one can significantly impact your branding. Many people are unsure of the difference, and that’s where this guide comes in. If you're planning a logo or redesign, this quick overview will help you determine whether your brand would benefit more from a logotype, logomark, or a combination of both.

What’s the Difference Between a Logotype and a Logomark?

In simple terms, a logotype is a logo based around text—typically a company’s name or initials—while a logomark is a logo focused on a symbolic image or icon. The term “logo” serves as an umbrella for all types of marks that represent a brand, but when a designer asks if you want a logotype or logomark, they’re essentially asking if you want a text-based logo or a picture-based logo.

• Logotype (Wordmark/Lettermark): Logos that emphasize text, such as company names or initials. Examples include Coca-Cola, Google, and Visa.

• Logomark (Pictorial/Logo Symbol): Logos that use a graphic image or icon to represent the brand. Examples include Apple, the Twitter bird, and Target’s bullseye.

It can get confusing when logos combine both elements—many logos use both text and imagery. Some even integrate text into an image, making it a hybrid of both. So, your choices are not limited to just logotype vs. logomark; you also have the option of using a combination.

The Importance of Using Multiple Logos

Recently, many brands have adopted a flexible approach known as variable or responsive logo design, where different versions of the logo are used depending on the platform. For instance, a company might use a logotype for email headers, a logomark for mobile sites, and a combination mark for billboards. By having multiple versions of your logo, you can optimize it for different uses.

To sum it up:

• Logotype: Think text.
• Logomark: Think picture.
• Combination: Use both for versatility.

Now that we’ve clarified the differences, let's explore the pros and cons of each and how they suit different types of brands.

What is a Logotype?

A logotype centers around letters—whether it’s a company’s name, initials, or even a signature. Logotypes are ideal for promoting name recognition and are often associated with more traditional and formal branding.

The success of a logotype depends on how well the typography reflects the brand’s identity. For example, bold, clean letters suggest strength and stability, while playful, cursive fonts create a more casual or fun feel.

Pros of Logotypes:

• Name Recognition: Helps build recognition through the name itself.
• Clarity: Easy to understand and promotes brand awareness.
• Versatile for Brand Messaging: You can incorporate puns, wordplay, or slogans into the logo.
• No Confusion: The name is clear and instantly identifiable.

Cons of Logotypes:

• Space Issues: Logotypes take up more room and don’t fit well in compact spaces like app icons.
• Limited Creativity: With only text to work with, there are fewer options for playful or artistic designs.
• Font Sensitivity: Certain letters are easier to stylize, and some fonts can look outdated over time.

Best for:

• New Brands: Ideal for companies wanting to build brand recognition.
• Formal Industries: Great for finance, law, or businesses where the name conveys authority.
• Famous Names: When leveraging a well-known name or brand identity.

How to Design a Great Logotype:

• Master typography concepts like kerning and leading to ensure the text is visually appealing.
• Test your logotype at different sizes to maintain legibility.
• Create a monochrome version for flexibility across various media.

What is a Logomark?

A logomark uses an image, icon, or symbol to represent a brand. Unlike logotypes, which rely on text, logomarks use visual communication to convey brand personality. Shapes, colors, and icons all play a role in how a logomark is perceived.

For example, round shapes tend to come across as more friendly and casual, while squares or sharp edges convey stability and confidence. Logomarks are also great for brands with names that can be represented by objects (e.g., Apple, Shell).

Pros of Logomarks:

• Highly Creative: Allows for endless design possibilities and artistic expression.
• Symbolic Power: Images can communicate complex ideas at a glance.
• Versatile: Works well across various media and sizes.
• Unique Identity: The right image can make your brand instantly recognizable.

Cons of Logomarks:

• Takes Time to Build Recognition: People may not immediately associate the symbol with your brand, especially for new companies.
• Design Expertise Needed: Requires skilled design to effectively capture the brand’s message.
• Potential Overlap: Some symbols may look too similar to existing logos.

Best for:

• Object-Based Names: Companies with names like Apple or Penguin that are easily represented by an image.
• Innovative Brands: Brands looking for a fresh, creative logo approach.
• Complex Services: A logomark can visually explain what a company does.

How to Design a Great Logomark:

• Explore existing symbols or icons for inspiration, but ensure your design is unique.
• Experiment with shapes, colors, and artistic styles to find the right fit for your brand.
• Pay attention to negative space—clever use of it can add layers of meaning to your design.

Combining a Logotype and Logomark: The Best of Both Worlds

Sometimes, the best solution is to combine both a logotype and a logomark into a combination mark. This approach allows for maximum versatility and can be especially effective for building brand recognition.

Pros of Combination Marks:

• Name + Symbol: You get the benefits of both text and imagery, making it easier to build recognition.
• Creative Freedom: You can play with the interaction between text and image for a cohesive design.

Cons of Combination Marks:

• Size: Combining both elements can make the logo larger, which may be challenging in small spaces.
• Complexity: If not balanced well, it can come off as cluttered or difficult to read.

Best for:

• New Brands: Those wanting to establish both a name and a visual identity.
• Rebranding: Brands looking for a fresh image but still want to retain some of their original identity.

How to Design a Great Combination Mark:

• Look for ways to seamlessly blend the text and image elements, such as integrating a letter into the logomark.
• Ensure consistency in color, style, and typography.
• Test the logo in different layouts (stacked or side-by-side) to see which configuration works best.

Choose the Right Logo for Your Brand

Whether you opt for a logotype, logomark, or a combination, your logo should reflect your brand’s identity and values.