Tap, tap, tap. Class…class?! Settle down now! I said settle down NOW! That’s better.

I’ve noticed a trend over the past nine years. I thought it was just a flash in the pan, a simple lack of good judgment. Like most bad trends I thought, “this too shall pass.” But for whatever reason - complacency, the need to impress one’s self/clients or forgetfulness, design terminology has fallen apart.

I’m referring specifically to the use of the word logo. I’m not sure how, why or when this happened but it has…and it must stop.

Let’s review:

• Logo: Word or words in type. Identify company, brand, project and group. (Nike)
• Symbol: Marks without type used to identify a corporation, agency or institution. (Nike Swoosh)
• Combination Mark: Symbol and logo used together. Also called signature.
• Pictograph: Public symbol used to cross language barriers for direction, safety, and transportation. (men/women restroom signs)
• Letter Marks: Letters form name in type used to identify company, often to shorten long name (HBO).
• Logo Mark: no such thing.
• Logotype: no such thing in the commercial mark arena**…but I will allow.  However, the correct wording would be to say, “the typeface used for the logo or letter mark”. 
• Word Mark: no such thing.
• Brand Mark: no such thing.

Now, I know you’re saying to yourself…what a tight ass! What’s the big deal? The big deal is that it just isn’t right! It’s like bad grammar. I’m sure Paul Rand is probably spinning in his grave. Should all tissues be called Kleenex?  Well, of course not! This improper use has gotten so bad it’s reached the White House! Even my star student Jason Smith has begun using this description for all marks.

The Pepsi globe is a freakin’ symbol! The type treatment for the word Pepsi is the logo. The typeface is not the logotype! It’s the typeface used for the logo….PLEASE!

(clearing throat sounds)….sorry for the outburst.

Now, can you stop trying to overly impress your clients with flashy made-up words to describe a mark? You’re professionals…so start acting like it. If not, I’ll have no choice but to write you a pink slip and send you to the principal’s office.

Now, if you’ll excuse me I’m off to the teachers’ lounge for a cigarette and a stiff cocktail.

Class dismissed. :)

**More clarification is needed. Logotypes are special typographic characters consisting of multiple letters much like ligatures but not blended together. However, my encounter with the term Logotype has been misused to describe a logo (see above) or the typeface used for the logo.