I recently took to my computer to develop a new logo for myself. I showed the final result to a friend and asked her opinion to which she replied, “It looks dated.” And you know what? I agree. Who (besides me) uses pencils anymore? She went on to say that logotypes are more in mode now. So, I developed a logotype. Which I think is boring but nonetheless it is a logotype.

This caused me to wonder which was actually “better”, a logo or a logotype? What is actually more in line with today’s design norms? So I busted out google and did a little research. Unbeknownst to me, and rather shockingly (as I have been in the business for a number of years) I find that there are 3 types of “logos”. Let’s walk this through.

The three types of “logos”. They are the Logomark, Logotype and Combination Mark. What’s the difference? My question exactly.

Logomark

A logomark is an image or symbol that represents your brand. Also, it usually doesn’t include the name of the company. Above are several samples of logomarks. All very powerful, all illustrating what the company is about. So you don’t have to bash your audience over the head with your company name, you can simply leave them with a symbol which best represents who you are.

Logotype

A logotype is a brand name which is styled as a logo. The advantage of a logotype is that it associates a business name with the visual identity and doesn’t leave much room for brand confusion.* I’m fairly certain you’re getting the picture by viewing the logotypes here.

Combination Mark

Yep, you guessed it. A Combination Mark is exactly what is sounds like—a combination of the logomark and the logotype. Here are some examples:

Where do I go from here? Which is really best for my company?

In my opinion, if you want a really smashing logotype, logomark or combination mark, solicit the assistance of a strong graphic designer, ad agency or design firm.

Not in the best interest of your wallet? Then look for graphic designers that can blast out a logo for you quickly and reasonably. Someone like 99designs.com may work for you. You might wind up settling for something you may find doesn’t fit your initial vision but they have some pretty good designers. However, there are some designers that use boilerplate design. Not a pretty sight. Make certain you’re happy with what you’re getting. Don’t settle. Remember, it’s your most important marketing tool and it will determine how your audience will remember your company from here on out.

*DesignCrowd: https://blog.designcrowd.com/article/997/logo-logomark-logotype-whats-the-difference-and-what-do-you-need

Susan Tate is wicked good designer who has been in the advertising and design business for a number of decades and has worked on such campaigns as the Boy Scouts of America, Coors Beer, JCPenney the Gaylord Texan Resort & Convention Center and Southwest Airlines.