Logo vs. Logotype vs. Logomark – What is the difference?

Among many design agencies, designers and also among the general public, there is still widespread confusion regarding the terms logo, logotype and logomark. You may find that many design agencies use the term logotype for entire compound logos, but they not realize that the terms logotype and logomark are just parts of which their logos are composed. So you can very easily find yourself in a situation where you want the studio to create a design towards logotype direction, but the agency will unreasonably deliver logo with an integrated logomark, which is not what would meet your goals and solve you business problems.

The logotype is the text part and the logomark is an icon / pictogram. Logo is therefore final whole representing the brand regardless of whether it is designed only with logotype, logomark or it is logo composed of the two mentioned. brand nehledě na to, zda je tvořeno pouze logotypem, logomarkem, nebo se jedná o složené logo z obou dvou zmíněných.

If you find the topic and terminology very chaotic, don’t worry. After reading this article, you will be completely clear in everything. At the following lines, we will explain everything in detail and give examples for better understanding.


A logotype is a part of a logo, but it can also be an entire standalone logo if it is designed as a separate element and is not accompanied by a logomark, ie an icon. The concept of the logotype is entirely based on text or letters. Although it may not looks like it, in most cases it is not just simple generic font, but a sophisticated graphic element with a clear purpose.

The logotype itself can be used either alone (eg Google logos, Netflix) or in combination with a logomark, ie an icon / pictogram (eg Microsoft logo). If a logotype is combined with a logomark, the complete unit should be called a logo and not a logotype.


It is an icon / pictogram that does not contain any additional text element and is therefore used completely independently – a beautiful example is certainly the well-known logo of Apple. Logomarks can be found in all shapes, from complex and complicated to completely simple.

If the logomark is supplemented by plain text or a logotype, then the logomark becomes just an element of the given design and we, therefore, do not call the whole a logomark or a logotype, but a compound logo.


A logo is a general and main term for a graphic representation and an identification symbol of a brand, company, product, or individual. In short, both logotypes and logomarks are subsets of logos and can generally be called logos. značky, firmy, produktu, nebo jednotlivce. Stručně řečeno, jak logotyp, tak logomark, jsou podmnožiny loga a můžeme je obecně nazývat logy.

In practice, you can most often meet with logos, which are formed by both a logotype and a logomark and together form one unit. One of the indisputable advantages of such a solution is that the brand does not have to expend such effort and cost to help their customers and the public to associate the logo with them or the product of the brand, and thus fulfills its primary identification goal much more effectively.

As mentioned in the previous paragraphs of this article, we should avoid labeling the combined logo from the logotype and logomark only as a mere logotype, or vice versa only as a logomark.


10 tips for brand building (part 2)

Whether you want to or not, your brand influence affects almost every aspect of your business – from brand awareness, through effective addressing of the target group, marketing, customer interest in your products or services, to your employees and the overall functioning of your company. In this second and last part of the article, you will learn the remaining 5 points out of 10 that will help you and your business or company get more brand awareness, better reach your customers and gain their trust.

6. Be your best customer.

You can not ask your customers to be loyal to your brand unless you are loyal to your own brand or product / service.

Surely you also encountered this when it came to the surface in the media that the CEO of famous car manufacturer using a car from a competitor. Similarly, there are many cases in the technology sector, for example, companies that make smartphones and computers. In such cases where a company owner / CEO or top manager is not the “best” and most loyal customer for his own company are at least somewhat funny. However, broadly, this has a disastrous impact on the whole brand and company.

Customers, even potential ones, will ask themselves “Why should I trust this brand and use their products / services if neither its owner / director believes in it?”

So be an example. Let everyone know that you believe in what your company does and what your brand does. Show that your products or services are exactly the ones you want to use and that there is nothing on the market to replace them.

7. Know your audience and reach them.

Knowing your audience, the target audience for your products / services, is as crucial as knowing yourself as a brand. If you do not know the target group of your company, you cannot have an effective strategy, marketing, sales, communication or visual brand identity.

Your entire strategy, communication and overall management of the company will be different if you focus exclusively on B2B or directly on sales to end customers. Similarly, if you focus on women, men, the younger population vs. older population, and so on. Each focusing on a specific target group defines the overall functioning of your company and its behavior.

So ask yourself, for what target group you want to focus on. Set aside your funds and conduct a survey to collect as much data as possible about your market and your existing and potential customers. Create a persona (profiles of persons, including the most detailed information about the person or relationship to your brand, the starting point of interaction, demographic information and psychographic information), whether based on your previous customers, or fictitious, which will represent the ideal customer.

All this data will help you objectively assess whether your company is moving in the right direction, is effective and has all its activities aimed at the right group of people.

Once you make sure that you focus on the right target group and you know it, do not be afraid to reach and interact with it. This part is critical for brand building. By interacting with your target audience, you can tell people what your core values are and why you do what you do. You can largely control how your brand will ultimately be perceived by the public.

8. Don't be afraid to invest in your brand.

Since everything in business is connected with everything, it is important to take care of your brand. So do not be afraid to invest in it, both time and money. It will reward you properly, with a return on investment (ROI) ranging from hundreds to thousands of percent.

And because public interaction with your brand has a certain hierarchy, you can also easily develop a strategy on which segments of your brand to focus first.

On average, 94% of your first public impression of your brand is based on visual perceptions. From this, we can conclude that one of the first key areas will be to ensure dignified and appropriate brand identity, mainly the visual one. This goes hand in hand with overall messaging, tone of voice and copywriting, thanks to which you can easily obtain new customers, or even lose – if the style of communication and overall messaging is not in line with your brand vision, core values or it is clear at first glance that insufficient efforts have been made for these segments and the lack of any strategy.

There are dozens of other segments you can invest in terms of brand building. Whether it is already mentioned design, hence the brand identity, strategy or style of communication and messaging. Also, there are significant opportunities in content marketing, social marketing, events, PPC campaigns for brand visibility, infrastructure and HR.

By the way, did you know that every $ 1 invested in brand design will return on average in the form of $ 20 profit over one year? So there is a return on investment (ROI) of about 2000% on average, which is much more than the investment in PPC marketing, where the ROI is “only” 200% on average.

9. Be one step ahead.

It may sound a bit disrespectful, but the fact that you being in business for 20 years does not mean that the market, functioning of companies, customers and technology does not change.

It is critical to keep up with the times (or in the best case be a step ahead), watching what is happening around you and not ignore it. Do not resist changes, learning of new things and advice. Let your ego and emotions aside, do not be afraid to take note of expert advice and above all keep pace and still learn, study options, or new procedures. While many may think that what they once learn in given field / topic nothing fundamentally change in it. Unfortunately, this is not entirely true.

A beautiful example may be the design industry. The average “obsolescence” of teaching at design schools is 4 years. And this figure applies to one of the world’s most prestigious design colleges – the California Art Center. Unfortunately, in other world schools, this figure is even higher. This means that in 2019 students learn things that were up-to-date in 2015. However, the design industry changes approximately every 6 months and new principles, practices, trends, and technologies are emerging.

A similar example could be SEO and Web technology companies. One of the main goals for SEO is Google. It changing its technologies and search algorithms at approximately 4-month intervals, and in most cases, these are very fundamental changes to search algorithms. So it is very strange to see some companies in Central Europe offering search engine optimization, but unfortunately for the customer, it has almost no effect as it targets the algorithms that Google used almost 10 years ago.

You don’t have to identify yourself with Art Center students or SEO companies. The primary purpose of these cases was to show a point. Whatever you do best, you can’t do it still the same way. You have to keep educating yourself, learning new things and not resist the idea of that the world around you and your industry simply changing every day.

And what is the connection with brand building? If you do not keep up with the times or don’t be step ahead completely, you will be limited in the broad possibilities of bringing your brand closer to people and choosing from the media to communicate with your target audience. You can communicate only through your website, or not at all and communicate only through classic flyers, but you spoil the experience of interacting with your brand to customers, or potential ones.

Investigate and therefore possibly take advantage of all the opportunities that will help improve public interaction with your brand. According to surveys, more than 85% of people expect a seamless experience while interacting with the brand. This means that they want to interact with you not only on your website but also at social networks and use new technologies to communicate with you. An example might be a tremendously growing popularity of live chat on the websites, where more than 63% of visitors expecting this communication option.

Thanks to the fact that you will not stagnate but constantly evolve, you can easily gain an advantage over your competition. What’s more, people will also see you as a leader and innovator.

10. Share your story and your values.

Feel free to tell your story and your values. How and why did you get to do what you do and what was your journey to it. People love stories! Statistically, for 64% of people shared values are the main reason for establishing a relationship with a brand.

It may seem crazy, but people often do not buy what you do, but mainly why you do it. And what you do simply proves what your values are and why you do it.

This is related to evoking emotions in customers, about which you could read in the previous first part of this article. It is stories that are an effective tool to evoke emotions in people, thanks to which they can connect and identify with you better. první části tohoto článku. Právě příběhy jsou efektivním nástrojem, jak vyvolat v lidech emoce, díky kterým se s Vámi mohou lépe propojit a ztotožnit se.

So share your story and core values with the public or your target audience. Tell why your company was founded, why you get up every morning and go to work or why you believe your product is something more than a mere thing to make money, but it also serves a greater purpose.

For brand building and marketing as effective as possible, it is important to direct all your brand messaging and communication from the center out. So you did not start by describing the benefits and features of your product / company, distinguishing it and inviting people to take action. On the contrary, start with a clear statement of what you believe in, what values your brand holds and why your product was created. Only now you can go to the part where you differentiate your product / brand and tell how or what makes them different. Describe certain behavior or characteristics of the brand. Lastly comes description of your product/brand, benefits, features and possible call to action.

Leading an overall messaging and marketing strategy from the core of the brand is much more efficient than going from outside to the middle. It is based on psychology and how the human brain works.

Maybe you have been in a situation where you have compared two products / two companies of the same category, one had more benefits and was cheaper than the other. They had the same quality workmanship and overall there was not a big difference, but still, you bought the one that had fewer benefits and was more expensive, because you simply “liked it more”? This decision is most likely their strategy, where messaging and marketing were conducted from the very core, and you consciously or subconsciously identified yourself with the story behind that brand and product.


10 tips for brand building (part 1)

Brand is one of the most important parts of the business and your company. It is what differentiates you from others and how people perceive you, how they feel about your product, service or company. It helps you to be remembered by people, build trust, connect with you and subconsciously understand what your values are and why you do the product or service.

Brand is how people perceive your product, service, or company.

Filip Zavoral

At the following lines, you’ll find the first part of the 10 helpful tips and parts of branding strategies that will help your brand to get better into awareness, gain loyal customers and increase profits and conversions.

1. Do not underestimate the power of the brand.

Whether we want it or not, each of us has a brand, whether it is the personal brand of each of us and how others perceive us, or just the brand representing your company. In both cases, it works the same way – if you act negatively to your surroundings, communicate rudely and behave inappropriately, people will stop trusting you, feel bad about you and generally don´t like you.

Conversely, if you will be positive and try to help people, communicate pleasantly and helpfully, then people will love you and will feel good about you and most importantly, you will gain their trust.

So whether you’re just a small business start-up, a small company selling homemade sandwiches at the corner, or a large multinational corporation, it’s always important not to underestimate the power of your brand. People are always happy to recommend you to others and that is the most powerful and effective marketing.

2. Consistent brand presentation.

Often we can see that although the company has a beautiful visual identity, they only use it on their website, flyers or ends up by using just the logo and leaves everything else on the subjective feeling of others.

People will subconsciously remember your brand, besides others, in connection with certain visual elements. Therefore, your brand presentation needs to be consistent across any application, medium, format and use – from the visual identity itself and colors associated with it, to messaging and style of communication with which you present and communicate with the public. This will assure that people will perceive you as a self-confident and coherent company and better remember and identify you or your product.

With consistent branding, on average, people can remember and identify you up to 80% better, and increase revenue by 23% per year. That’s very good at how little effort it costs, don’t you think?

3. Don't sell. Give value to people.

People are over-saturated with advertising and sales offers. They attack them every day and disrupt their free time, a time when they want to shut down and have a moment for themselves. Apart from individuals and end customers, the companies themselves are also constantly overwhelmed with B2B offers.

So if you want to attract new customers or introduce a new product, don’t sell anything, don’t offer anything directly. Instead, give people some value by giving them the opportunity to learn something new. It can be a simple article, video, or that you´ll be, in your marketing campaign, celebrating personalities with your product in some way, even indirectly, connected and reminding them of your product. Just be creative.

Yes, you think right – it’s a crazy paradox, but it’s the most effective way to attract new customers and provoke interest in your product or brand simply because of the simple human trait – curiosity. People do not feel that you are forcing them or selling anything to them. They decide to convert into your customers themselves because they build trust in you for just one reason, which is that you did not want to sell them anything, but rather provide them some value. These customers are subsequently the most loyal to your brand.

And as we know according to the Pareto principle, 20% of the most loyal customers to your brand generate 80% of all your profits.

4. Evoke emotions in people.

Try to evoke emotions in people, whether through your marketing campaign where you can evoke all kinds of emotions and motivate people or while they unboxing your product, visiting a store or using a service.

How to do it? Let them know you care about them. Provide them perfect product or service in which you truly believe and know that it is absolutely flawless. Make sure that people have a great experience whenever they come in contact with your brand. From the pre-launch, presentation, final customer interaction to possible technical support and complaints.

People remember your brand or product much better because they associate you with a certain emotion that they did feel when they interact with your brand. And emotions are what people love and why they are loyal to a particular brand. Thanks to emotions, they often have an impulsive desire to interact with the brand again – for example, by purchasing another product/service.

This part is also closely connected to the previous point, point 3.

5. Know yourself.

One of the most important things in brand strategy is to know yourself and be able to tell what you are doing and why you are doing it. It may seem like a basis and it sounds very simple. However, often because companies do not know themselves, they lose hundreds of thousands per year, do not have a comprehensive strategy, visual identity or marketing that underlines the entire brand vision. In such a case, the overall functioning, verbal and visual communication as well as proper addressing of the target group is very ineffective.

So it is essential to know the key attributes of your company, value, vision, goals, what and why you do it. This allows you to focus on building your entire brand strategy, marketing and overall brand identity, including visual identity, and how your brand looks like from outside, what says, and how your target audience perceives it.

If you know yourself, you can create an effective strategy and positioning that will be evident in all of your activities, why you do it, what your values are and how people should perceive you as an expert, partner or one-stop shop and more. In addition, this knowledge will help you to ensure that your company does not “lose direction” over time.