Let's talk about logos

This is the most complete guide to understanding logos.

Do you know what is the difference between logo, isotype, isologotype and imagotype?

In this post I intend, without lecturing on anything, to show you everything you need to know about logos.

You will know the different types classified according to their morphological and semantic structure, graphed with very famous logos that you probably already know.

If you are a graphic designer, this guide will serve to reinforce your knowledge and incorporate some aspects that perhaps you did not know.

If you are a client who is looking to design their brand, you will have a global idea of all the design possibilities that I can offer you, and choose the one that best suits your company, product or service.

I welcome you and hope you enjoy it.


>>> I WANT MY LOGO <<<

What do we call a logo?

Not everything we call logo really is.

It is a misconception to call any graphic image that identifies a brand a logo.

But it is also true that our clients surely do not know all the technical terminology that graphic designers use, and when requesting a visual identity design service we would be complicating the task of finding us on the web.

That is why we usually use the word logotype (or its apocope logo ) in generic form, and we all understand What are we referring to.

In order to favor the SEO positioning of our services in search engines, we accept the word logo to cover all possible variables.

Therefore, it is certain that very few will Google “image design” but rather “logo design”.

What is a logo?

The word logotype comes from the Greek language, where "logos" means "word" and "typos » means " hit mark or imprint ", since the old printing systems used to stamp characters using strokes given with molds called types.

The visual image of a brand, product or project (which we usually call a logo) is a graphic symbol that identifies it, allowing its recognition among its peers.

Some brands can even show a message, a concept or specific information about what they represent.

Although it is not necessary that this image be allusive to the brand, and in fact there are well-known brands worldwide that are not, it is considered a good "added value" that this symbol transmits some allegorical message.

This message can be oriented both to the name and to the activity or product that they develop, thus helping to gain prominence in the public and its correct identification.


Read my post 80 famous logos with hidden messages for more info.

The Fate logo represents a tire. Fate manufactures tires and the symbol chosen is the synthesis of its activity reduced to the minimum expression: All tires are round.

The INCAA logo represents a film frame: All stages of the film production process are reduced to a cut frame.

The Instagram logo represents a camera. Instagram is a photography social network: All photographs are obtained by means of a camera.

Therefore, we summarize that a logo is not just any graphic drawing or pretty typography that identifies a brand.

Graphic designers often hate when our clients say to us very proud: "I send you the logo in Word" and it is their name written in any typeface and color, but that is another topic of discussion.

What do we need to consider before designing a brand?

Before undertaking the project to develop a visual identity, we have to know our client very well and know what they want to communicate through it, in order to obtain the concept of the brand.

Subsequently, it is essential to know what type of product or service it sells and how the brand will be applied.

It is not the same to design a logo for electronic devices as one for a clothing brand, where surely the brand will be embroidered on a small fabric label.

In this case, we should not design logos with too much detail or quantity of colors since we will have many problems when applying them on the products.

Some companies require to apply their marks in large canopies with corporeal letters, or on the contrary, in very small supports such as pins or pens.

A brand's design must also support video animation or 3D implementations.

That is why we have to take into account all these factors before choosing what type of brand we are going to develop.


What are the different types of logos and how do we identify them?

The visual image of a trademark can be made up of one or more words and a symbol in various combinations.

Next, I am going to explain to you with very famous examples, all the types of logos classified by their morphological and conceptual structure:


  1. Logotype
  2. Isotype
  3. Isologotype
  4. Imagotype
  5. Signature
  6. Mascota
  7. Emblem
  8. Shield
  9. Insignia
  10. Medal

1. Logotype

The logo or wordmak consists of a brand composed exclusively of words.

It is a mistake to consider as a logo any name to which a typeface and an institutional color is applied.

A brand must try to be unique and perfectly recognized.

Logos must have a design projected with a communicational strategy, taking into account the typographic style and the appropriate choice of institutional color, both determining factors to give a visual identity to the brand.

The color of the logo is not a determining factor of identity.

A good brand must be able to identify itself in black and white, positive and negative.

Variations allowed

Generally, large companies create their own fonts that provide identity.

Others take popular commercial typefaces by adding subtle detail or applying some kind of deformation such as expansion, contraction, kerning variation, baseline curvatures, which add traits of business identity.

Some brands incorporate very subtle geometric elements that are not considered as isotypes or pictograms, and for this reason they are clearly considered logos, and not images or isologotypes.

Any other graphic element that composes it (boxes, outlines, underlines) will be secondary and will not provide identity but only decoration or graphic reinforcement.

 Some logos have duplicate letters or special typographic characters (such as umlauts, hyphens or tildes), or simply variations in their letters (ligatures, rotations, mirrors), which are strategically designed to give additional semantic value to the brand.

 There are also marks in which some of its characters are replaced by a pictogram with similar shapes, which fulfill the role of the letter they replace, and in other cases the symbol replaces a verbal or phonetic expression.

 Some designers use the form and counterform feature to skip characters without losing readability.

Other designers choose to take a bolder step and create typographic alphabets with minimal legibility but with a great pictographic sense, reaching the limit between the concept of logo and isotype.

At first glance it is perceived as an abstract isotype but in reality it is a typographic logo.

2. Isotype

The word isotype comes from the initials of the English expression “International System of Typographic Picture Education (Isotype)”.

The purpose of this system was to achieve visual communication through purely visual, non-verbal elements.

The value of this type of proposal was quickly capitalized by the advertising world for the benefit of brand positioning in the market.

Therefore the isotype, also called a brand symbol, is a simple drawing or graphic symbol (not typographic) that represents the visual essence of the brand.

It is the perceptible representation of an idea, with features associated with a socially accepted convention, and can be applied independently (without the logo) without losing identity.


The power of giving identity

Sometimes the isotype is so strong that surely when you see it you immediately associate it with a brand without having to read its name.

Many isotypes are allegorical or tell a story related to the brand they represent.

They are generally used in large international companies with long trajectories, whose products or services are deeply rooted in people, and the mere presence of the isotype indicates prestige, quality and institutional strength, and for this reason they generate in people the need to acquire them.

Isotypes can be pictographic or typographic symbols.


Pictographic symbols or pictograms

Pictogram is a neologism and has its etymological origin in the Latin "pictus" which means "painted" , and in the Greek "gramma" which means "written"

Pictograms are signs that, through a figure or a symbol, allow to develop the representation of something.

Many ancient alphabets were created around pictograms, such is the case with Egyptian hieroglyphs.

In prehistory, man recorded various events through pictograms.

The figures that appear in cave paintings, for example, can be considered as pictograms.

We can consider the pictogram as a sub class of isotype and it consists of a symbol in the form of an icon that represents the minimal synthesis of the objects, shapes or characteristics that best identify it.

Pictograms can be figurative or abstract.

Figurative pictograms

It has great graphic similarity with the real elements they represent and its design is very simple and minimalist.

They are easily recognized and accepted by consumers and create a very close identity relationship with the brand, which is why we refer to them as the Apple apple, the Twitter bird, the Mercedes Benz star, etc.

Abstract pictograms

They are not directly related to elements of the real world, but rather represent a subjective concept or idea of the brand.

Pictograms on signage

The pictogram is not an exclusive concept of brand design.

They are also used in the design of signaling systems due to their ability to replace words or concepts with images or icons, and thus break down international language barriers.

These are universally accepted symbols, with an extremely simple and minimalist design that keep a direct semantic relationship with what they represent, so as not to leave behind their meaning.

That is why it is very common to see them in public spaces such as airports, restaurants, roads and shopping centers, as well as on electronic devices.

Pictograms in everyday life

Surely, very few times you became aware of the role that pictograms fulfill in our daily lives, and not only from the world of brands but also in the environment in which we live.

We are able to identify a commercial brand through its pictogram without having to see the name (unspoken) and this is possible thanks to good graphic design and successful advertising campaigns.

Without realizing it, they bombard us with signals and stimuli that finally make us recognize those symbols even if we don't consume them.

Almost everything that surrounds us has some kind of pictogram and graphic design, from the remote control of the television, the urban signs, to your mobile phone.

We live permanently interacting with pictograms without realizing it, and these greatly simplify our daily life.

That is why when someone tells you that graphic design is not important or that it is only a "decorative" discipline, ask them what that person would do if they are in an airport in Dubai or Tokyo without the presence of those "drawings" that they so despise.

Typographic symbols

They are made up of typography and the main characteristic of these symbols is that the characters form graphics, but not words, so it can be confused with a logo.

According to the number of characters that compose it, they are divided into: Initial, Monogram, Acronym, Acronym and Anagram.



The brand is represented only by the first letter of its name and can have an element that contains it (a square, a circle, etc.)


The word monogram comes from the Greek "monos" which means "alone, unique, isolated" and "gramma" which means "engraved, written"

The monogram is a logo variable and applies to brands that use two or three initials as an abbreviation, and may (or may not) be used in conjunction with a logo.

They generally correspond to the name and surname of people or the initials of the words that make up the name of a company.

They are not simply single letters, but are graphically combined by design, interlacing the features of some letters with others to form a sign fused into a single unit as a seal.


Etymologically it comes from the Latin «sigla» which means «figures and abbreviations».

It is a word formed by the set of initial letters of an expression.

Each letter corresponds to a word, is pronounced independently, and does not form a new word, as in the case of anagrams and acronyms.

It differs from monogram in that it is not intended to create a fused symbol, but rather that the letters differ well separately.

They are generally used in large multinational companies to summarize very long or difficult international pronunciation names.


An acronym is a linguistic rather than a graphic concept.

Its etymology is of Greek origin formed by the words «akros» which means «extremes», and «nimo» which means «name»

Consequently, an acronym means "extreme name" or "name made up of extremes."

On the one hand, it is the term formed by the union of elements of two or more words: Mercosur (Mercado Común del Sur), FedEx (Federal Express), Banelco (Banca Electrónica Compartida), Wi-Fi (Wireless Fidelity), etc.

On the other hand, the acronym that is pronounced as a single word is also called acronym : NATO, UFO, UN, AFIP.

It also refers to the word formed by the union of elements of two or more words, consisting of the beginning of the first and the end of the last.

A good example is Pinterest, a social network that summarizes the idea of clicking with a pin on the board those contents that interest us (interest), so that they are quickly accessible when we need them.

Large multinational companies take advantage of the use of acronyms to create short, strong brands that are easy to recognize and pronounce in different languages.


It comes from the Latin «anagramma» and consists of creating a new word from the rearrangement of the letters that make up another word (For example: AMOR, ROMA, ARMO, MORA, RAMO)

Therefore, an anagram, like an acronym, is a linguistic rather than a graphic concept, allowing the creation of word games that add originality to the brand name.

In the examples below, OXEN is a by-product of the NEXO company and the set of letters indicates the relationship between the two.

CANTORES ANCESTROS (spanish name of Ancestral Singers) is a folkloric musical project with strong aboriginal roots and its name represents its essence: Singers who perform their ancestral music.

- ALERGIA + ALEGRÍA, (less ALLERGY, more HAPPYNESS, in spanish) in addition to playing with the paronyms, incorporates the antonym: ALERGIO (ALLERGY) produces sadness, and is the opposite of ALEGRÍA (HAPPYNESS).

3. Isologotype

An isologotype or isologo is a type of combined brand, which consists of an isotype and a logo grouped in a single graphic symbol that cannot be separated, as an identity seal.

You have to be very careful when designing isologues, since being words within symbols, graphics can have legibility problems in very small brand applications, less than 15 mm, for example, in printed merchandising products such as pens, pins, newspaper ads, etc.

4. Imagotype

The origin of the word imagotype comes from Latin "imago" which means "image" and « type » comes from the Greek « typos » which means « Blow, mark, shape ». Just as the etymological meaning of the logo is "brand-word" , the imagotype is "brand-image".

The imagotype is the most frequent type of combined brand, in which the isotype and the logo act together, but both elements can be recognized separately without losing identity, since both have a well-defined graphic personality.

5. Signature

It consists of creating a logo from a person's handwritten signature.

It is generally applied to very famous personalities whose own name has become a registered trademark, such as the great fashion designers, musicians and movie and sports stars.

6. Mascota

They are logos whose design is based on a character or mascot , be it an animal, a person, a cartoon or an object.

Pets play as an isotype that complements the logo.

This logo has sufficient graphic identity and does not depend on the mascot to survive and in fact can be omitted and the brand will be easily recognized.

While the logo provides identity, the mascot directly communicates the value and culture to customers, and reinforces the institutional image, since many times the mascots maintain the colors of the logo.


Why use a mascot logo?

The mascot is associated with good luck and reflects the spirit of the organizations with which it is associated.

They are very efficient in terms of associating the image with the brand they represent as they are very easy for the public to remember.

They have great communication potential in marketing campaigns, since they are very friendly and allow various advertising developments.

And this is how we see them in animations in audiovisual media, creation of merchandising products, corporeal applications for banners and exhibition stands, and they are even used in live promotional performances with dolls and actors, etc.

The mascot creates a bond of familiarity with its consumers and transmits a very clear message:

The Bimbo bread bear is soft, delicate, neat and fluffy.

Mr. Muscle is a superhero who with his powers will do the heavy cleaning work without you having to strain.

“Fido Dido” (7up) is a simple character, adolescent, rebellious, carefree, with a lot of personality and he always does his own thing.

Gamers and Esports

Mascot Logos are currently a trend in the world of Gamers and Esports to identify sports teams.

The choice of mascot reflects the spirit and values of the brand they represent.

In these cases they have a very particular graphic design and their characters have aggressive attitudes and intense colors, and they represent action games with a lot of adrenaline, with opposing teams that seek to be the winner or the hero of the story.

A good example of the use of pets can be seen in the soccer championships for the FIFA World Cup, where each country tries to show the world its spirit, culture and tradition through its graphic identity.

Below I show you the mascots and the emblems of the respective sede.

The following types of logos (emblem, shield, badge, and medal) are not necessarily logos, although some function as such.

A logo can be made up of an emblem, but an emblem is not necessarily a logo, it is a much more comprehensive concept. The same concept applies to shields, badges, and medals.

All these types of logos grant prestige, distinction and special recognition, and that is why many companies decide to take advantage of these concepts and design their brands using these types.

7. Emblem

The term emblem comes from the Greek language and means "what is placed inside or enclosed", since they were generally inside rectangles or circles.

In ancient times the emblems were enigmatic drawings that told stories through quite complex designs and provided with many details, accompanied by a title and an explanatory text, and were made by woodcut or intaglio.

At present they are widely used as a logo or seal to represent institutions of great prestige and trajectory, such as very exclusive universities and clubs, which seek to show their ethical and philosophical values through a solid image that represents them.

They are also used to graphically represent ethical and moral values, such as Justice, Freedom, Independence, equality, etc.

A very frequent use of the emblems can be found in the commemorative designs of world events such as the Olympic Games.

Like the mascots, these emblems are intended to show the world the philosophy and spirit of the city they represent and also generate many advertising and merchandising products.

8. Shield

The shields are a type of emblem that refer to the ancient heraldic shields, symbols of belonging to a family, country, region, association or moral ideology, with a strong bond of identity and belonging.

They are directly associated with the coats of arms used by warriors in battles, and from them they acquire their most characteristic feature: their forms.

Shields are used as national symbols to represent countries and regions, as well as by sports clubs, universities, automotive companies, political parties, and religious and social groups.

Unlike emblems, shields have a much more simplified design, with drawings that convey a message or represent identity, loaded with high semantic and allegorical content.

That is why some companies choose the shields in the designs of their brands to convey strength, security, trust, trajectory, luxury and exclusivity.

9. Insignia

An insignia (from the Latin insignia, which means "emblem, symbol, insignia, honorific mark") is a distinctive mark of belonging to a group, rank, rank or function.

It is a symbol or sign of personal power, status or function of a certain social sector.

There are several types of insignia such as flags, decorations, awards, accolades, crowns, cockades and shields.

In graphic design, the insignias fulfill a similar role to emblems and shields, but their shape and design complexity vary.

It is very common for insignia brands to contain graphic elements such as wings, stars, crowns, medals, banners, flags, laurels and ribbons, all of them distinctive and decorative elements.

Some companies use badges when designing their brands to show a high-quality image, and make their customers feel worthy of belonging to a certain select group, or having access to a higher quality product.

Insignias are generally made of metal but they are also very frequently stamped or embroidered on flags, uniforms and clothing.

They are very chosen in automotive brands or luxury products and also in the military and sports environment.

Virtual badges are also used to reward the best buyer / seller or follower in online stores and social networks.

10. Medal

The medals (from the Italian "medaglia" which means "coin or prize") tend to be metallic discs, similar to coins, although with a larger diameter and pronounced relief, that incorporate some type of symbol or distinction.

They can contain logos, badges, emblems and captions.

The medals are quite similar to the emblems, shields and insignias in terms of the concept they represent, but they are limited to a round, oval or rectangular shape, and are generally accompanied by a ribbon to hang around the neck or pin on clothing.


A matter of honor

They are issued for various purposes such as a badge with which a person is recognized in the military, religious or civil sphere, as an award in sports, educational or business competitions, or as a commemoration of an important event or memory.

Therefore, a medal is synonymous with award, accolade, recognition, honor or decoration.

Conceptually, medals are highly prized and desired objects that are awarded to special people: the best in their class.

They are delivered at important ceremonies and events or at official acts, and whoever receives them receives recognition that distinguishes them from their peers, and this represents pride and added value to their curriculum and career.

The type of material of the medals represents the hierarchy of the award awarded: gold, silver, bronze, etc.

As for the graphic design of the medals, we must consider that they are three-dimensional objects of small size and minted in metal in a similar way to coins.

We must choose monochrome designs (although some incorporate color) and that can allow the use of reliefs.

Final conclusion

I hope you enjoyed this article and that it was useful to you.

If you wanted to have your brand and you consider that I am a suitable professional, do not hesitate to contact me and I will gladly advise you.

I invite you to read my other posts, share them, and leave your comment if you wish.


>>> I WANT MY LOGO <<<

adrian pablo conti director

Adrián Pablo Conti

I am a Graphic and Web Designer graduated from the University of Buenos Aires (FADU-UBA)
Since 1993 I have run Web4, my own freelance graphic and web design creative studio, located in the City of Buenos Aires (Argentina)
Me I specialize in the development of visual identity, institutional communication, web sites and online stores, editorial design, catalogs, magazines and packaging design, among others.

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