Once a logo has been designed it gets applied to many different applications. With other logo designs, there is not a clear separation of logo symbol from typography, ( see the Maine Auto Service logo). Sometimes the graphic symbol and typographic word mark are very separate ( see the logo for Retail Association of Maine). Some people also refer to the logomark as the word portion of a logo that also has a symbol. A great example is Coca-Cola’s red scripty type. It is called a logotype or wordmark when only the letters of the name make up the logo (there is no additional symbol). Normally, most marks have a typographic part that more clearly spells out the name of the organization.Ī logo can also be purely typographic. If the logo is well-known enough, such as the Nike swoosh, you may even see a logo used without the name of the business that it is associated with. So I wanted to show how I define, understand and use the terms logo and brand, as well as some other related key words.Ī logo is the graphic symbol that represents a person, company or organization. On the other end of the spectrum there are people arguing that a brand is so much more than a logo, that a logo is inconsequential. This is repeated often enough that I have to guess there are people out there, who think a logo is a brand. I can’t tell you how many times I’ve heard the phrase: Your logo is not your brand.
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