At the level of mass communication and in common usage, a company's logo is today often synonymous with its trademark or brand. By extension, the term was also used for a uniquely set and arranged typeface or colophon. "The" in ATF Garamond), as opposed to a ligature, which is two or more letters joined, but not forming a word. In the days of hot metal typesetting, a logotype was one word cast as a single piece of type (e.g. It may be of an abstract or figurative design or to include the text of the name that it represents as in a wordmark. Coat of arms of the Chiswick PressĪ logo (abbreviation of logotype from Ancient Greek λόγος (lógos) 'word, speech', and τύπος (túpos) 'mark, imprint') is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. Three logos: NASA, IBM by Paul Rand and the International Bureau of Weights and Measures. For other uses, see Logo (disambiguation). This article is about the graphic mark or emblem.
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