# Logotype: what it is and how it works · Zorraquino
> A logotype is the graphic representation of a brand's name through letters designed or arranged in a particular way.
URL: https://www.zorraquino.com/en/dictionary/branding/word-mark.html

# Logotype

A logotype is the graphic representation of a brand's name through letters designed or arranged in a particular way

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

In everyday use, the word is also used to refer to the brand identifier as a whole. Its design should consider legibility, differentiation and reproduction. A logotype is part of the visual identity, but on its own it does not sum up the whole brand.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Visual identity](https://www.zorraquino.com/en/dictionary/branding/visual-identity.html)
- [Brand guidelines](https://www.zorraquino.com/en/dictionary/branding/corporate-identity-manual.html)
- [Verbal identity](https://www.zorraquino.com/en/dictionary/branding/verbal-identity.html)