This document discusses different types of branding symbols used by companies, including logos, marks, trademarks, wordmarks, symbols, and monograms. It notes that a logo is a distinctive symbol that represents a company, product, or idea. A trademark is a legally registered name or symbol that indicates the origin of goods. A wordmark uses a company's name in a proprietary typeface. Wordmarks can be easier to recognize than logos but may lack distinctiveness. Symbols and monograms are other types of branding elements that can represent a company individually or as part of a larger logo.

1. LOGO DESIGN
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2. LOGO:
A distinctive symbol of a company, object,
publication, person service or idea.

4. MARK
A recognizable symbol used to indicate
ownership or origin of goods.

5. TRADEMARK
A name or symbol used to show that a product is made by a
particular company legally registered.

6. ™

7. WORDMARK
A wordmark uses the company name with proprietary
letterforms.

13. WORDMARK ADVANTAGES
• Proliferation of logos has made recognizing symbols difficult.
• Word sidesteps logo recognition

14. WORDMARK
DISADVANTAGES
• Ifnot handled skillfully, a wordmark alone may be generic and
lack real mnemonic value.

15. SYMBOL
The symbol is the iconic portion of a logo. At times, the
logomark can exist without the wordmark.

19. MONOGRAM
A design of one or more letters, usually the initials of a name,
used to identify a company, publication, person or idea.

20. MONOGRAM ADVANTAGES
The monogram solves mnemonic and legibility issues.

21. MONOGRAM
DISADVANTAGES
Monograms are often masquerading as logos. Generic initials,
treated in a clever way ways may look better on on towels or
glasses then the corporate business card.

22. Initials woven together
have very little meaning.