Legal Writing

Setting Logotype — An Intro

Your law firm probably doesn’t have a logo. Few do. But it very likely has a logotype, which it uses in place of a logo.

What’s the difference between them?

A logo is an image; a logotype is stylized type.

Logo	Logotype

Both logo and logotype (and other elements) distinguish one entity (e.g., person, business, agency) from all others, and these visual cues are so effective that most any substantial business or organization has a logotype; the larger the outfit, the more likely it is to have a logo as well.

And most outfits, regardless of size, have a style guide – a guide that describes lots of things, including the visual identity for an entity, like how its logo and its logotype should appear.

__________
An entity that wants to promote itself wants its identity to be as common and as recognizable as possible, right?

Well, the purpose of the guide is to help achieve that goal.

If it’s a good guide and it’s followed faithfully, the entity’s identity always looks the same, whenever and wherever it appears ? press releases, newsletters, stationery, business cards, brochures, client alerts, web sites and blogs and more.

Now, you can take a course in branding, or you can take my word for it ? the more consistent your identity, and the more often potential clients see it, the more visible you become; the more distinct, as well. That’s good.

Stay tuned. In my next post, I’ll offer up some dooze and doughnts on setting your firm’s logotype so it always looks good, no matter when or where it’s displayed.

You’ll like it, especially if you like your stuff Set in Style.

Full post as published by Set in Style on January 18, 2010 (boomark / email).