The idea seems like an easy question. A logo is a mark on the top of a mobile phone, the bottom of a TV screen, or side of a letterhead. Unfortunately, it’s not that simple. The word “logo” has multiple meanings, and to make the subject more composite, different words are used to describe the things we call a logo.

Symbol:

The symbol is the iconic portion of a logo: The Mercedes symbol, the Merrill Lynch bull, and the AT&T’s globe. At times the logo mark/symbol may exists without the logotype, examples being the Nike swoosh, Apple’s apple, and the Polo Ralph Lauren’s guy.

Advantages:

The benefit of utilizing a symbol alone follows the idea that “a picture is worth a thousand words.” The guy symbol is easier to recognize on an object such as a t-shirt or hat, than the name Polo Ralph Lauren.

Disadvantages:

If the symbol is separate from the logotype and the mark doesn’t have equity it may be difficult to recognize.

Logotype:

A logotype uses the company name with custom letterforms such as Microsoft, Hertz, and Yahoo.

Advantages:

The proliferation of logos in the world has made recognition of symbols very difficult. Using the entire name bypasses the problem of recognition. When asked if the Microsoft logo belongs to Microsoft, most people would agree that it does. When asked who owned the Lion logo, people may confuse it with the car company Peugeot or MGM.

Disadvantages:

If not handled skillfully, a logotype alone may be generic and lack recognition value.

Monogram:

A design of one or more letters, usually the initials of a name, used to identify a company, product, person, object, or an idea.

Advantages:

The monogram solves recognition and legibility issues. It’s easier to fit IBM on a one-quarter page newspaper ad than using International Business Machines.

Disadvantages:

Monograms are often masquerading as logos. Generic initials, treated in clever ways may look better on towels or glasses than on a corporate business card. If not designed creatively initials woven together have very little meaning. Most monogramatic logos depend on large-scale audience contact and repeated viewing for recognition.

Identity:

The Identity is a combination of logo, typeface, colors, imagery, and editorial tone work together which forms a unique and cohesive message for a company, person, product, or idea.

This entry was posted on Tuesday, January 22nd, 2008 at 1:24 pm and is filed under Design Articles. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.