Logotype
- For the programming language "Logo" see Logo programming language
A
logotype is a graphic element which uniquely identifies corporations, products, services, institutions, agencies, associations, events, or any kind of organizations in order to differentiate publicly the owner of the logotype from other entities. A logotype is really a brandname set in a special typeface/font arranged in a particular, but legible, way. In later years however, it has come to describe signs, emblems, trademarks, coats of arms, symbols and even flags. At the end of this article there are true logotypes, whereas the others including non-letter graphics of some kind usually can be described as emblems, brandmarks, trademark or company-mark, which all can include text. Emblems with non-textual content could never correctly be described as a logotype.
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The "Nike" mark is an emblem. |
The "Canon" logotype is a name in special typeface or font. |
The "United Airlines" logotype
is an emblem and a name. |
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The uniqueness of a logotype is of utmost importance to avoid confusion in the marketplace, among clients, suppliers, users, affiliates and the general public. Therefore, once designed, a logotype should be registered as a graphic trademark, so that no other can use it, and no other can try to stop its use by the owner. Duly protected, a logotype can become an asset of great value.
Many people believe that a logotype is just a graphic symbol or sign. This is, however, not the way it is defined by graphic designers and by advertising professionals. A logotype consists of either a name or a sign and name. The images at right show examples of two kinds of logotypes, and an emblem.
Sometimes a slogan is included in the logotype. If the slogan appears always in the logotype, and in the same graphic shape, it can be considered as part of the logotype. Otherwise, it should be seen as a different element, used to reinforce the identity of the owner, together with the logotype.
Often the word logo is used instead of logotype. In practice, both terms are synonyms, but the meaning of "logotype" is specifically what is defined in this article, while logo has other meanings.
The origin of logotypes goes back to the 19th century, when industrial manufacture of products became important. The new industrial procedures allowed a much higher output then that of the former handmade products. The new products were distributed in large geographical areas, even nationwide. New competitors appeared from time to time, and the offer of products of a same kind increased notably. At that time, a significant part of the population was still illiterate. The industrial leaders became soon aware that the public would not easily differentiate their product from the same product of their competitors. More and more manufacturers began therefore to include a symbol, sign, or emblem on their products, labels and packages, so that all the buyers could easily recognize the product they wanted.
The manufacturers later began to add the name of the company or of the product to their sign. The name being shaped often in a specific way by each manufacturer, these combined logotypes, which for the first time included sign and name, became extremely popular. During many decades, when a new logotype was designed, owners, advertising professionals and graphic designers had always in mind to create a sign or emblem which would appear as logotype together with the name of the company, the product or the service.
Today there are so many corporations, products, services, agencies and other entities using a sign or emblem as logotype, that many of these have realized that of the thousands of signs people are faced with, only few are recognized without a name. The consequence is that there is a notion that it makes less sense to use a sign as logotype, even together with the name, if people will not duly identify it. The trend in the last years has been, therefore, to use trademarks and names and to emphasize instead in the design of the name, making it unique by its letters, color and additional graphic elements. This notion might be misleading though, as a small product with an emblem sometimes will grow in popularity, even grow across alphabet-borders, where for instance an arabic name would be of little help in most European markets, if it's written in Arabic. A sign or emblem would keep the general
proprietary nature of the product in both markets.
In non-profit areas, the Red Cross is an example of an extremely well known emblem or vexillum which does not need a name to go with, though in Muslim coutries it is the Red Crescent.
The following are a few examples of logotypes including only the name, actually brand names with the same font. The first table shows the names of six well-known companies in Arial typeface in all cases. In order to recognize the companies, the name has to be read. This takes a little time. The name as a graphic element is not easily memorized, so that it has to be read everytime it is seen or looked for. And, if all companies do the same, there is no difference between one or another, which again makes it necessary to read the name.
Kellogg's
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Hyatt
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Bankers Trust
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Pfizer
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Lancôme
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Hertz
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The next table shows a totally different picture. Each company has a specific design of its name, a logotype. Due to the design, the color, the shape, and eventually additional elements of the logotype, each one is different from the others, especially from those of the competitors, so that they are easily recognized. For example, in a supermarket a box of Kellogg's cereals will be seen in the shelf from a certain distance, due to the unique design of its logotype. The same will happen when one is looking at the airport for the booth of the Hertz Rent-A-Car company. There is no need to read the name. The logotype will be recognized from far because of its shape and its color.
New Trend - SOUND LOGO
A Sound Logo is a memorable and unique brand characteristic set to an engaging melody. These audio Logos of a brand are memes constructed to lodge in one's memory to easily remember the brand.
Sound Logo?s emerged in the mid ninethies. Marketers started to develop an audio Identity for their brands. For example Intel added a distinctive and memorable three-second animated jingle (known as a signature ID audio visual logo), displaying the logo and playing a five-tone melody.
Starting in 1995, the now-familiar tone helped cement a positive Intel image in the minds of millions of consumers.
