The Art of Branding: Understanding Logo, Logomark, and Logotype

Selecting the perfect design for your brand identity is a critical step in building a successful business. To ensure you get the right logo, it’s essential to understand the differences between a logo, logomark, and logotype. In this article, we will explore these terms, their significance, and how they can impact your brand.

What is a Logo?

A logo is the visual representation of a company, brand, or individual. It encapsulates the essence of the business and serves as a recognizable symbol. While a logo doesn’t necessarily dictate its design, it should be relevant to the brand and versatile in various settings. To illustrate, let’s take a look at examples of three different logo design types from well-established brands.

Logomark: The Power of Visual Identity

A logomark is an image or symbol that represents a brand and doesn’t include the company name. This design offers great creative freedom and can establish a strong visual identity. However, it’s important to note that a logomark is more suitable for businesses that are already market leaders. Brands like Android and Pepsi have successfully conveyed their identities using highly recognizable logomarks.

Adobe Logomark
Android Logomark
Facebook Logomark
Pepsi Logomark

Logotype: Combining Words and Visuals

A logotype, also referred to as a “word mark,” is a brand name styled as a logo. This design choice immediately associates the business name with its visual identity, minimizing brand confusion. Logotypes are particularly beneficial for new businesses. However, they may limit the creative expression of the designer, especially when the business name does not imply its function. Facebook is a perfect example of a well-known logotype.

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Adobe Logotype
Android Logotype
Facebook Logotype
Pepsi Logotype

Combination Mark: A Perfect Blend

A combination mark, as the name suggests, combines a logomark and logotype. This design allows for creative representation of the brand while incorporating the company name. It’s an ideal choice for new businesses. There are two types of combination marks: integrated and standalone. Integrated combination marks, like Starbucks and VW, merge text and image into one cohesive design. Standalone combination marks, such as Adidas or McDonald’s, feature separate logomark and logotype elements.

Adobe Combination Mark
Android Combination Mark
Facebook Combination Mark
Pepsi Combination Mark

A solid visual identity is essential for the success of any business. Therefore, taking the time to choose the right type of logo that aligns with your strategic goals is crucial. Regardless of your final decision, making an educated choice will undoubtedly pay off.


In the world of branding, a logo, logomark, or logotype can make a significant impact on how customers perceive your business. By understanding these distinctions and utilizing them effectively, you can develop an iconic brand identity that resonates with your target audience. Remember, the right logo is not just an impressive visual; it’s a reflection of your brand’s essence. So choose wisely and let your brand shine!

Want More?

Along your journey to building a successful business, you’ll encounter various design choices. Let us help you navigate through them! Check out these insightful articles:

  • Does Your Business Need a Style Guide? Four Questions To Ask Yourself
  • 5 Advantages of Creating a Company Shirt
  • 3 Easy Ways to Get a Standout Homepage

About the Author

This article was written by Jane Murray, a talented freelance copywriter based in Sydney. When she isn’t crafting compelling content for blogs like DesignCrowd, Jane enjoys indulging in literary science fiction and spending time with her favorite animals (excluding wasps, of course). Connect with Jane on LinkedIn for more engaging discussions.

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