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The Nike mark is an emblem.
The Canon logotype is a name in special typeface or font.
The United Airlines logotype is an emblem and a name.
The uniqueness of a logotype is of utmost importance to avoid confusion in the marketplace among clients, suppliers, users, affiliates, and the general public. Therefore, once designed, a logotype should be registered as a graphic trademark, so that no other can use it, and no other can try to stop its use by the owner. Duly protected, a logotype can become an asset of great value.
Many people believe that a logotype is just a graphic symbol or sign. This is, however, not the way it is defined by graphic designers and by advertising professionals. A logotype consists of either a name or a sign and name. The images at right show examples of two kinds of logotypes, and an emblem.
Sometimes a slogan is included in the logotype. If the slogan appears always in the logotype, and in the same graphic shape, it can be considered as part of the logotype. Otherwise, it should be seen as a different element, used to reinforce the identity of the owner, together with the logotype.
Often the word logo is used instead of logotype. In practice, both terms are synonyms, but the meaning of logotype is specifically what is defined in this article, while logo has other meanings.
The origin of logotypes goes back to the 19th century, when industrial manufacture of products became important. The new industrial procedures allowed a much higher output then that of the former handmade products. The new products were distributed in large geographical areas, even nationwide. New competitors appeared from time to time, and the offer of products of a same kind increased notably. At that time, a significant part of the population was still illiterate. The industrial leaders became soon aware that the public would not easily differentiate their product from the same product of their competitors. More and more manufacturers began therefore to include a symbol, sign, or emblem on their products, labels and packages, so that all the buyers could easily recognize the product they wanted.
The manufacturers later began to add the name of the company or of the product to their sign. The name being shaped often in a specific way by each manufacturer, these combined logotypes, which for the first time included sign and name, became extremely popular. During many decades, when a new logo was being designed, owners, advertising professionals, and graphic designers always attempted to create a sign or emblem which would appear as a logotype, together with the name of the company, product, or service.