Terminology

Member lesson

The words for a logo

Lesson 2 of 11 in Terminology.

9 Types Of Logos For Brand Design & Strategy (44 Top Examples) · Brand Master Academy
Lesson

Most arguments about a logo are really arguments about vocabulary. A client says logo and means the lockup. A designer hears it and pictures the symbol on its own, without the name, which is a different object and a different piece of work. Meanwhile the printer says artwork and means the one file they were actually sent. All three are being reasonable.

symbolwordmarkdescriptorclear spacelockupevery part,always in thesame placecall the parts by their nameshalf of client confusion is two people meaning differentthings by logo
A lockup with its symbol, wordmark, descriptor and clear space named.
An ink drawing of a client, a designer and a printer at a table, each holding something different: a printed symbol-and-name lockup, a sketch of the symbol alone and a memory stick with a folder.
The client points at the full lockup, the designer holds up the symbol alone and the printer holds the file. All three say logo and each means something different.
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  1. Question 1, locked

    Which of these words means this? “Loosely, any logo. Used narrowly, as in a brief, the symbol on its own without the name.”

    • GSM
    • Spot UV
    • Emboss and deboss
    • Mark
  2. Question 2, locked

    Which of these words means this? “A fixed arrangement of mark and wordmark, supplied as a file.”

    • Lockup
    • Typeface
    • Favicon
    • Clear space
  3. Question 3, locked

    Which of these words means this? “The exclusion zone, measured from something inside the mark.”

    • Outlined type
    • Clear space
    • Crop marks
    • Trim

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