Logotypes and Branding

I’ve been asked to design a few logos lately, and it seems to me that a lot of people don’t really know the difference between branding, a logo, a trademark etc. So I put together this little post to help educate, cause I always say an educated client is the best kind. Don’t remember where I heard that, but I adopted it immediately.

Two books that I just love to death that look at logos, trademarks, type and branding in depth are The Logo, Font & Lettering Bible by Leslie Cabarga and Thinking with Type by Ellen Lupton. I think I read both of these books cover to cover at least 3 times. Check out what Ellen Lupton says about Logos and Branding…

“A logotype uses typography or lettering to depict the name or initials of an organization in a memorable way. Whereas some trademarks consist of an abstract symbol or a pictorial icon, a logotype uses words and letters to create a distinctive visual image…A logotype is part of an overall visual brand, which the designer conceives as a “language” that lives (and changes) in various circumstances. A complete visual identity can consist of colors, patterns, icons, signage components, and a selection of typefaces. Sometimes a logotype becomes the basis for the design of a complete typeface.”