Logotype: it is composed of words only, it does not have icons. The typography from which a logotype is designed has to convey a message to the recipient in itself. The logotype is used to transmit, through words, a company name or a brand, and this is the denotative part, since the name will be clear and will be the same for all of them, any time it is seen. However, the design would be incomplete if the connotative power of the font used to write that name is not appropriately exploited. Shape, size, color and curvature of the fonts used are the graphic element conveying a message accompanying the brand name registered from them. The typography, in any advertising material, has a history and each typography will remind us of some of its previous appearances in other campaigns or of similar typographies. This means that people will associate the font used by a logotype with a certain set of values. However, colors have meaning on their own and not in association with their previous appearances; that is why the color fonts will be printed in must be studied at length. It is important to direct the indication made by the logotype towards values related to the company using it. For example, a company like Coca Cola is constantly putting a lot of effort to refer to family values and its logotype does the same thing.
Isotype: it is composed of only iconic material and it lacks words. In this type of Logo, the important thing is not to lose the data transmission we are used to carrying out through words and letters. The icon making up the isotype needs to fully represent the values, aims and purposes of the company it represents. The advantage of this type of Logo is that it has a higher power to be stamped on collective memory: compared to words, figurative representations are potentially more memorable. Colors are always great feeling and message transmitters and in this case they play a fundamental role, since the color of a drawing is given more attention that the color of a word.
Isologotype: it is composed of a logotype and an isotype, forming a unit. The advantage of this type of Logo is the persuasive, memorable and figurative power the icon has, together with a clear word setting the limits for the possible drawing interpretation. Why isn’t the isologotype always used if it gathers the potential of the other two? The answer is that it increases the expressive power by adding graphic elements, and adding graphic items means adding things to remember and this restricts its ability to be easily remembered and quickly perceived. That is to say, the more things to remember and observe there are, the more difficult it is to remember and recognize it when we see it.