Brand mark
A brand mark, called marca gráfica in Spanish, is the visual sign that identifies a brand, whether through lettering, a symbol or a combination of both
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is the core element of visual identity. Spanish-speaking design practice usually distinguishes four types: logotipo (wordmark only), isotipo (symbol only), imagotipo (wordmark and symbol that can be used separately) and isologo (wordmark and symbol fused into one unit). In everyday English all of these tend to be called a logo.
Its use is governed by the brand identity guidelines, which set versions, colours, minimum sizes and clear space so that it is reproduced consistently across all media.
Also known as
logo, visual identifier, brand logo
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