Do you know the difference between Logo, Isotype, Imagotype, and Isologo?

Very often we heard “logo” to describe a brand, but did you know that there is a difference between the brands McDonald’s, Google, Puma, and Burger King? And they aren’t all logos, the difference is not only about the style but how was built too. Every brand needs to be built following the basics: the client Brief. With a complete brief in hand, we can decide which one is the best for the client a Logo, Isotype, Imagotype, or Isologo for the branding/product/service. Also, impacts the company image, how the brand will be applied, and the purpose. So that is why is very important to understand what kind of brand you have or you need.


1- Logo is the most common term used by, well, almost everyone. “Logo” is the word that comes from Latin. So, additional elements like symbols, images, or icons in the text do not represent a logo. Because a Logo is always a Lettering, typesetting, is only a grouping of letters or words.

Images of logos


2- Imagotype comes from “imago” Latin which means “image” (This is my favorite and most common one). It’s the combination of the symbol/image + Lettering. The key is the balance between the icon and the word, they are typically used together and separately, so these could turn into an icon and a logo.


3 – Isologo this one blends the Image/Icon + Text in a single element with interaction. They don’t work separately.


4 – Isotype or  “isos” from the greek that means “equal or identical”. In another word, an isotype is the graphic representation of the business. Is just the icon or image that visually shows the values and personality of your branding/product/service.

Inside Isotype we have more than 7 subgroups:

4.1- A monogram is the grouping or combination of two or more letters or other graphic elements to form a symbol.

4.2- An anagram is a word combination to form a symbol.

4.3- Acronyms is the combination of the first letters of the company name

4.4- Signature is the branding/product/service author service works as a signature

4.5- Initial is the first letter of a word

4.6- Literal Pictogram is an icon that represents an obvious figure

4.7- Abstract Pictogram is an icon that does not represent an obvious figure but represents a meaning

Wow, it’s a lot of definitions! But the most important here is to know the business to indicate which one fits better because each case should be treated separately. I hope with these explanations and examples I have taken your doubts. But if you have any questions leave a comment below, and I’ll be happy to reply to you.

By the way, are you looking for a brand? Let’s talk about your business and find which one is better for you Logo, Isotype, Imagotype, and Isologo? Contact me 😉

See ya ♥