Logo-marks are slightly different to Word-marks, theres an accompaniment, they can take a lot of forms which will be covered below.
A word mark is a worded logo with slight editing done to the text occasionally
a Logo-mark is something more abstract or pictorial, it is more image led, more trademark-able, we know what Pepsi is and twitter is due to their logo
Occasionally a brand will create a monogram/letterform for their logo, A monogram is a symbol created by combining two or more letters or other graphemes. Here we can see an example with comedy central
A brand may often combine the word-mark and logo-mark to create a logo for their brand, for example Ralph Lauren.
Dynamic - Dynamic logos are movable or fluid logos which change their looks with the context
Emblem - Something that is contained within it’s shape, think of Ikea
Characters - They are also logos, Mickey Mouse is a logo, he has become a representative of Disney, Think the Michelin man
When a trademark is used to identify an organisation it works together with other graphic elements in a design programme each part of the plan for a visual identity, through this a company can inform people who they are.
This includes some basic elements:
Name Mark - the company’s name written in a special way
Symbol - A picture mark or a decorative abbreviation
Colours - Selected colour(s)
Type - Selected typeface(s)
Fifth Element - An extra, decorative element