1. What is a Logotype?
What a Logo is not, will define what it is.
A Logo is not a drawing or image that contains everything that the project it represents necessarily is or wants to be.
A Logo is not a decorative motif that we like and is pleasing to the eye. It cannot be subjective, because people have different tastes. It must not respond to an artistic intention. The Logo must respond to a strategy designed to communicate.
”Art is an act of liberation.
Design is an act of empathy.
”Design is the method of bringing shape and content together. Design is simple, that's why it is so complicated.Paul Rand.
The essential characteristic of a Logo is its ability to be reduced to the minimum expression. Both in terms of shapes and colours, so that it can be applied graphically to any support. Visual unity is key in graphic design, that is why, before giving colour, we define the shapes. The Logo has to work in black and white.
Finally, we must clarify that a Logo is not the name of our company or project with a typography that we like, in the same way that a Logo is not necessarily a symbol or drawing. Not all Logos have to contain a symbol to be Logos, but they do, however, have to have letters to name the name of the company they represent.
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How to choose the most suitable format to create a Logo?
When I work on the design of a Logo , I never start by setting limits or creating restrictions, rather the other way around. In the conceptualisation phase , what I do is a lot of sketches. It usually happens that as the design evolves, some ideas expressed in them, guide me and help me to specify the proposed solution.
In any case, I never consider whether I will make a Logotype, Isotype or Isologo, whatever comes out will depend on the strategies defined in the briefing and will be the most suitable for each project.