Logotype

Refers to a logo that features only the brand name or its initials. Through a distinctive choice of typeface and specific typographic adjustments, the logotype becomes a unique graphic representation of the brand’s personality. However, in ‘combined marks’—where the brand name is paired with a graphic symbol—the textual element is crucial to the overall design and is distinct from a standalone logotype. From a legal perspective, a logotype is termed a ‘word mark’—a registered trademark composed solely of letters, numbers, or other characters. By registering a word mark, a brand safeguards its name from unauthorized use.