When working with a potential or new client on their brand identity, they will often ask, “Isn’t a Logo Mark, Logo Type and Logo the same thing?” Well, actually “No.” A logo doesn’t need a logo mark to be complete but a logo mark is incomplete without the logo type, unless it’s part of a well-known brand.
What is a logo, really?
If this sounds confusing, it’s not. Developing a long-term, recognizable brand image involves the use of several design elements: font, colour, the spacing between letters, the relation between all the elements and positive and negative space. A logo does not need to have a graphic element, known at a logo mark, to be successful.
Developing a brand image that concisely and accurately represents a company well over time takes careful consideration and skill.
L.L. Bean, for instance, has no logo mark but is a very recognizable logo. Their design simply uses a distinctive font in their special shade of green. The letters are close together and proportioned in a way that is unique to their brand identity.
If you look closely at other major brands, they rely heavily on their choice and use of fonts and colour to capture the essence of their company and to create a unique and recognizable brand image. You could say the font captures the essence of the company while a graphic element complements or completes the message.
What is a logo mark?
A logo mark is a graphic element used in a logo. Brands that have developed h3 recognition in their marketplace can, in time, use only their branded graphic in advertising and their customers will recognize the brand immediately.
A case in point would be Nike and their now famous “swoosh.” The “swoosh” is an updated “checkmark” turned into a graphic element and used in the Nike brand image. The “swoosh” is so associated with the Nike brand that customers instantly recognize the graphic as the Nike brand: It’s become interchangeable with a company name.
So while a logo doesn’t need a graphic element, a logo mark needs the logo type to be complete. To check out this theory, look at the logo for Panera Bread. Cover up the graphics with your finger, then move your finger over the words (logo type). Which is more recognizable as the Panera brand? The font or the graphic?
By the way, do you remember the logo mark Nike used before the “swoosh?” Neither do I. Nike has done such a great job of promoting their current brand image that most of us remember only the “swoosh!”
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Article Source: EzineArticles