logotype

A logotype is a graphic representation of a brand created primarily from letterforms. The design treats the letters of the brand name as the main visual element, making the typography itself the symbol by which the brand is recognized. When a logo consists mainly of words or initials set in a distinctive typeface, it is often called a wordmark or logotype. In contrast, a logomark is a symbol or icon without text, and a combination mark combines both text and symbol.

Design considerations include choosing a typeface or creating custom lettering, shaping each letter to achieve a distinctive character, and applying color, spacing, and alignment that maintain legibility at various sizes. A successful logotype works in full color and in monochrome, scales from small icons to large signage, and aligns with the broader brand identity system.

Historically, logotypes have played a central role in branding. Early commercial marks used letterforms as brand identifiers, and many enduring logos are wordmarks, such as Coca-Cola or Google, which rely on distinctive typographic treatment rather than pictorial symbols.

Practical aspects: logotypes are often created as vector graphics to ensure sharp rendering at any size, with common formats including AI, EPS, or SVG for designers, and PNG or JPEG for web use. Brand guidelines typically specify the permissible crops, minimum sizes, color variations, and the treatment of the logotype in different media.