A common query from our clients is: "What is each part of my logo called?". We will not refer to it as a brand because a trademark is not a logotype; a trademark is all that people think of you, how they see you, which emotions you arise, and what people tell others about you.

Nothing is more important than your trademark as it determines the personality and very essence of your Company.

In this post, we tell you how to name the components of a logo. This information will be useful for you to communicate fluently with your designer.

Isotype

It is a symbol or icon. In some cases it acquires such great importance that it can be used without the logo, that is, without the typography with the Company's name, it can completely exist without it.

Some of the most famous cases worldwide are the icons of Nike, Apple or Shell.

Isologotype

This is the name we give a logo that includes an image and the typography with the name of the Company. These signs are independent and must work perfectly together and separately. As an example of logos we have Pepsi, Mercedes Benz, HSBC or Tommy Hilfiger.

Within this classification we find cases in which the image and the name are fully integrated, the typography becomes an image and one cannot function without the other. Consider Burger King, BMW, or UPS.

Logo

Many times a brand does not need an icon or symbol to function, just remember Coca Cola, Disney or HBO.

These logos are discreet and at the same time versatile, they do not seek to attract too much attention. This occurs when the personality of the institution or organization behind the image is also discreet and moderate.

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