In this section we are going to explain the characteristics of the different types of logo. We have mentioned before that a logo is a drawing representing a company or institution, but we have not said what these drawings are composed of. Logos can be composed of drawings, letters or both combined. Each company, together with the designer team hired to develop its corporate logo design, will have to choose which of the following types of logo is more convenient to show the particular values and features it wants to transmit to the public.

    Logo: the logo is composed of typography and does not have drawings. It is designed from a typography (letter type) distinctive of the company this logo belongs to and it usually bears the brand or the company name. However, the logo is more than just a written name: the typography the logo uses will have to convey a message in itself. The purpose of the brand or company name is not only being present, but mainly using a typography that conveys a message in itself. The chosen typography will have to be appropriate for the image the company wants to show before the receiving public. The typography could refer to something classic, if the company is directed at family and traditional values or a modern typography could be used if the company wants to be identified with innovation and progress (as would be the case of a software company). The logo is used by many companies like Coca-Cola., for instance.

    Isotype: the isotype is a figurative image, a drawing representing a company without typography. An istoype design lacks typography so the drawing itself will have to hold all the expressive power. The isotype will have to fully portray its company’s values and features without having to resort to letters or phrases to identify it. The isotype must convey a clear but strong message, not a vague one, because since it has no typography that could be used by the receptor to work out what the drawing is transmitting; there is the drawing alone to produce the desired effect: recognizing a company and its basic features. Although it has a wider inaccuracy margin because it lacks words, the isotype can powerfully convey the desired message when it is properly designed. A classic example is the Nike isotype, the Nike swoosh is always recognized and it easily refers to the idea of movement and speed.

    Isologotype: This is the one combining logo with isotype; that is, it is a drawing including typography. This third type is often used because it leaves no room for inaccuracy. It is a clearer and more complex design. Since the isologotype is more complex because it includes both drawing and typography, it is possible to get more information from it, leaving less room for mistakes on the message to be transmitted. Somebody might say, then, that this type is highly superior to the previous ones. The answer is that it is superior regarding message clarity, but design and marketing rules warn us that the more complex our company's logo design is, the more difficult it will be to remember it. Each company will choose what aspect will have priority over the other. An example of isologotype is Shell.