Logotype vs Logo, What is the difference? What are the benefits of Logotype?

I have researched about Logotype recently.

I think it will be useful for others who are interested in this topic,

if I share my research result.

So I will gradually share some found knowledge in this blog.

This first post is about the definition of Logotype.

From secondary research, I found out that not all of people have the same definition for logotype as Wally Olins stated in his book.

“Exact definitions are elusive, but you won’t go wrong if you regard a logotype as a word designed a particular way, a symbol as a strictly visual device and a tagline as the slogan of a brand.” (Olins, 2008, p.31)

After gathering definitions from articles and books, such as Logotype book and The Art of identity book, I saw the same attributes and came up with the summarized definition that

Logotype is a type of logo designed from a letter (or letters) as the major element. It can be designed with combination of letter and graphic elements.

As it is a logo, it was designed to identify an organization, a product or a brand.

Logotype normally is also called Wordmarks. Its root is the monogram, artistic signatures left on artists’ craftworks to create recognition for their names. (Evamy, 2012, p.8)

The difference between logo and logotype

As shown in the definition, the main difference between logo and logotype is logotype does not consist of image or symbol but logo can consist of symbol or letters or both of them. (Neely and Goss, 2012)

The summarised benefits of a logotype from reading "The Art of identity: creating and managing a successful corporate identity" book by Mark Rowden (2000)

• Simple to execute

• Give more understated appearance

• A Logotype concentrates attention upon the name value. It suits to well known brand name.

• It suits the brand with memorable name or the name is more relevant than any worthwhile symbol could improve upon.

• If the brand is endorsed by other organization, a logotype is an option that is least likely to interfere with other surrounding graphics.

• It saves the brand dignity if the symbol looks “try too hard” or giving poor taste for the brand.

• It is suitable, if the name is the most vital ingredient to the marketing efforts. An example is the name with www.

• It is more appropriate, if the name or brand is subsidiary endorsed by another symbol.

• A clever logotype design can be a solution of a name that is difficult to spell or pronounce.

• Suitable for personal name or family name or the name of a personality whose character benefits from a direct or simple approach.

• It can be an answer, if you cannot think of anything else or you have no budget.