Leading / Line Height

The spacing between the baselines of the typeface.


The general term logo signifies all marks that represent a brand.

When designing a logo, one of the most important questions is if you want to design it as a logomark or logotype.

Pictorial Logomark

The difference between these two terms is that the logomark is a symbolic icon, a pictorial logo. Some of the most known examples are the Apple shape with the bite mark by Apple and the bluebird from Twitter.


A logotype, often called a wordmark or lettermark, is the logo in letter form. Two well-known examples are Google and Coca-Cola.

A combination logo is a logomark combined with a logomark. The pictorial logo is firmly implemented with the logotype; both elements are necessary to identify the company brand.

An example of a combination logo is the Dove logo.

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