Definition:
An imagotype, more commonly called a combination mark in English-language design terminology, is a visual identity sign made from a written name and a graphic symbol that appear together but remain independent enough to be used separately. It therefore combines a logotype, the typographic element, and an isotype, the symbolic element.
The separation between these two components distinguishes it from an isologo. This does not mean that any icon placed next to a name automatically becomes a combination mark: their visual relationship, proportions and authorised versions must be defined within the brand identity system.
How an imagotype is constructed
The typographic element displays the brand name through a particular typeface, weight and composition. The symbol may be an abstract shape, a recognisable figure, an initial or another graphic device capable of identifying the brand.
The two elements may be arranged horizontally, vertically or in other layouts specified by the identity guidelines. The combined version often acts as the primary signature, while the symbol or name alone is reserved for particular spaces and formats. For this separation to work, each component must remain recognisable and retain a clear relationship with the complete mark.
Differences between a logotype, isotype, imagotype and isologo
These terms describe different structures, even though “logo” is commonly used for all of them:
- Logotype: a representation based on the written brand name.
- Isotype: a symbol that identifies the brand without displaying its full name.
- Imagotype or combination mark: a combination of name and symbol that remain visually separate and can be used independently.
- Isologo: a composition in which text and symbol are integrated and cannot be separated without altering the mark.
The classification refers to the construction of a particular version, not necessarily to the entire brand. One identity may include a combined signature, a reduced symbol and several authorised adaptations.
Versions and applications
An imagotype is usually prepared in different orientations, sizes and colour combinations. A horizontal version may work better in a website header, a vertical version in a square format and the symbol alone as a favicon or app icon. These variants should form part of the documented corporate identity rather than being improvised for each use.
The option to separate the components provides flexibility, but it also requires rules for proportions, clear space, backgrounds, minimum sizes and incorrect uses. These rules prevent adaptations from weakening the association between the name and symbol built through branding.
Examples of imagotypes
Adidas, Lacoste and Puma use signatures in which the name appears alongside a recognisable symbol, while both elements can also be used separately. Nike forms a combination mark when the word appears with the swoosh, although the symbol often functions on its own as an isotype.
Mastercard provides another clear example: its overlapping circles and name may appear together or in independent versions. The classification can change when a brand redesigns its identity, so it is more accurate to examine a particular version than to assign one permanent category to the brand.