When hiring the services of a graphic designer we usually incorrectly attribute the word logo to cover a series of very diverse concepts, handling the following concepts can help us choose our product better.
Let’s clarify a little the concepts of logo, isotype, imagotype, isologo and signature.
If we look at the definition of the RAE, this defines us logo as a peculiar graphic symbol of a company, commemoration, brand or product. In fact what distinguishes a logo and what makes it peculiar is that it is formed only on the basis of typography, without any kind of graphic element. For example this one that we observe from BBVA.
Unlike the logo the isotype is a graphic abstraction, there are no letters, is usually an icon that just by looking at it we recognize the brand it represents. Some examples:
The imagotype is the combination of the logo and the isotype, that is to say, the combination of graphic elements with text, but being able to show these elements separately without any problem. Some examples are:
The isologue is the union of a graphic symbol and a text, but unlike the imagotype can not be used separately. Some examples are:
The signature is the rubric with name and surname of its author, there are very recognized signatures especially of artists, in special we put the example of Walt Disney.
In short, we can see how in graphic design, not everything is a logo, but there are different subtleties that give way to a variety of broader concepts. Knowing them can help us better define our needs and propose exactly what we need to the graphic designer.