¿qué es un logo y un isologo?

Iso 9001 logo 2021

An imagotype is when we have a logotype and an isotype together, that is to say, text and icon.  In order for it to be an imagotype, it must also be possible to use them separately and also be recognizable for the consumer. Examples: Adidas, Nike, Repsol.

It is when you have a text and image together, but in this case they cannot be separated because otherwise the brand would not be recognized. We have many isologues, especially in the automotive industry, for example with BMW, Ford or Nissan.

Logo iso 9001:2015

We are surrounded by brands.  We see them everywhere, at all times and in a multitude of applications: everyday consumer products, clothing, cosmetics, electronics… Everything has a brand with its name, its graphic representation and colors. We spend the whole day talking about logos, logos, brands…

But we often confuse the terms with which we call the graphic representation of a brand. We usually talk in general about that, logos for most people, that is what we have in our hands when we identify the name of a company/brand, but there are many different typologies.

So today we will differentiate the concepts of logotype, isotype, imagotype and isologotype. From now on, we will speak properly and whether we are the ones who address a corporate identity professional or he is the one who refers to us, we will be able to say concretely what we want.

Which one to use when? Well, it usually depends on the application and the destination. If it is a packaging, if it is an avatar of a social network, a business card, the email signature, the web … It all depends and it’s all about playing. Something very important is always to generate brand identity with all these pieces so that they work together and separately.

Isotype logo

This kind of brands are very recognizable because the work done for a long time has been to build a storytelling around the brand that has been associated little by little to the image that represents it. This is not a quick or easy job, because it means having achieved mass recognition of an image and its association with products, services and experiences.

The potential of the isologo lies in its ability to unequivocally convey the message, the name, the positioning. This is very important for the launching of a brand, for immediate recognition or when company names are complex. The isologo is a good choice to start with. And then, when the brand is recognizable without the need to pronounce its name by reading it in the logo, then we can get rid of the text and transform our brand into an imagotype or an isotype.

Logotipo iso 2021

En general, la gente tiende a definir el “logotipo” como toda la identidad de una marca. Es normal y lógico. De este modo, un cliente puede entender una propuesta con mayor claridad y la simplificación de la terminología puede hacer que su sitio web aparezca mejor en los motores de búsqueda.

Sin embargo, la gran diversidad de términos y definiciones puede causar una gran confusión, especialmente cuando las palabras pueden parecer sinónimos pero en realidad no lo son. Logotipo, isotipo, imagotipo, isologotipo… aunque pertenecen a la misma familia de términos utilizados en el diseño de imágenes corporativas e identidad para marcas, empresas y productos, cada palabra se refiere a algo diferente.

A la hora de trabajar, saber qué significa cada palabra es crucial para la comunicación y la comprensión. Aunque no siempre las utilices, entenderlas te hará más eficiente a la hora de diseñar.

– Marca: el término más amplio, que incluye todos los aspectos que definen a una empresa, un proyecto y una organización. Incorpora el nombre de la empresa y los elementos visuales que componen su marca, por lo que no es un término gráfico. Así, toda acción realizada, ya sea a través de una campaña, de marketing o de diseño, estará informada por el carácter y la personalidad de la marca.