Logotype
A logotype uses custom or carefully chosen typography to turn the brand name into a visual identity. There is no separate symbol. The word itself is the mark.
Logotypes work well when the brand name is distinctive and the typography can carry personality on its own. Google's logotype is playful and approachable. Coca-Cola's is classic and flowing. FedEx hides an arrow between the E and x. Each one turns plain text into something memorable.
The tradeoff: logotypes are harder to use at small sizes (like app icons) because text becomes unreadable. Many brands that start as logotypes eventually add a logomark for compact contexts.
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Related terms
Keep exploring
Logomark
A symbol or icon that represents a brand without any text. The Apple apple, the Nike swoosh, the Airbnb Belo.
Brand Identity
The complete visual and verbal system that makes a brand recognizable, consistent, and impossible to confuse with anyone else.
Typography Hierarchy
The system of font sizes, weights, and styles that guides the reader's eye through content in order of importance.