When discussing brand design, almost any symbol is commonly called a logo. Identity designers use more specific terms to distinguish marks made from text, a symbol or both. Understanding these categories helps prepare a brand for different sizes and materials.
A wordmark is based on lettering; a brand mark is a symbol; a combination mark uses a separable name and symbol; an emblem integrates both into one graphic unit. Terminology varies between design traditions.
What is a wordmark?
It is a brand representation based on typographic characters. The name may use an existing typeface, modified lettering or custom-drawn characters. It must remain legible at the intended size.
What is a brand mark?
It is a graphic symbol that identifies a brand without including its name in the composition. A symbol usually needs prior recognition to work alone; a new company may need to pair it with its name.
What is a combination mark?
It combines a name and graphic element that can appear together or separately while retaining the identity. This flexibility can be useful across stationery, websites and signage.
What is an emblem?
It integrates text and symbol into a unit that is not intended to be separated without changing the composition. Design classifications are not identical in every professional context.
Comparison
| Type | Elements | Can they be separated? |
|---|---|---|
| Wordmark | Designed name | Not applicable |
| Brand mark | Symbol | Contains no text |
| Combination mark | Symbol and name | Yes, according to the guidelines |
| Emblem | Integrated text and symbol | Usually not |
What works best in print?
A detailed symbol may become illegible on a small stamp; very fine lettering may reproduce poorly on textured board. Test the identity on cards, labels, bags and large formats, not only on screen.
Versions and brand guidelines
- Define the primary composition.
- Prepare horizontal and vertical versions where needed.
- Set minimum sizes.
- Include single-colour versions.
- Define clear space.
- Store vector files and verify fonts.
What to supply to the printer
Provide a vector PDF or requested technical format, colour versions and clear references. A small PNG copied from a website is not enough. Explore our custom branded materials for printed applications.
Frequently asked questions
Is a symbol on its own a logo?
In everyday language, yes; in this classification it is a brand mark.
Which type is best?
That depends on the brand and its uses.
Are four versions compulsory?
No.
Do you have a printing or personalisation project? Tell us the specifications and quantity so we can assess the options.
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