What is Isologue in Marketing? – Definition, Function, and Characteristics

When creating a brand and developing a business, it is necessary to establish its visual identity, which is essential when applying marketing strategies. It must have the potential to reach people’s minds and evoke sensations. It was backed by a firm and meaningful message about your business to connect with the ideal client.

To do this, some graphic elements must be considered, such as the logo, isotype, and isologo, which have a fundamental role as visual communication tools. These bring many benefits to the project, showing the brand’s essence and who operates behind it.

Concept and meaning of Iscology

Isologo” is a contraction of the words “icon” and logo. That is, a representation composed of a symbol accompanied by a phrase or textual stimulus, constituting the entity of a specific brand or product. It establishes a couple of elements that make it up: the isotype and logo, which can be managed through the different technological resources offered by ICTs.

The first is an icon that visually personifies the brand without the need to contain or incorporate the name. At the same time, the second is designed in a typographical, distinctive, and selective way. That is, both merge harmoniously and coherently to establish the isologue. Additionally, this combination creates a unique and recognizable visual identity that conveys the brand’s values, personality, and attributes.

This is a powerful tool in marketing, as it allows companies and businesses to communicate their brand identity clearly and relatable. When used consciously at all points of contact with the target audience. It becomes a recognizable symbol that reinforces the brand’s positioning in the market and its presence on networks. Some examples include brands such as Burger King and BMW.

What is an abstract Isologue?

It uses delicate or simplified shapes and graphic elements to represent a brand’s identity in a non-literal way. It is based on geometric shapes, lines, and creative compositions to convey the brand’s essence conceptually. On the other hand, if they are figurative, they use a recognizable and particular image.

A prominent example of an abstract isologue is the Nike logo. It consists of a simple ‘swoosh’ in the shape of a curve. Which does not directly represent any specific object or concept. Still, it evokes movement, speed, and dynamism, which has become a recognizable symbol and is closely associated with the brand, even without the need to display the name ‘Nike.’

This type of logo allows the brand versatility and transcends the limitations of literal representation. Since it is abstract, it can adapt to different contexts and applications, maintaining its distinctive visual identity. Even though it is stylized, consumers easily recognize and remember it.

Another example is the Twitter logo, a select blue bird. Although not a realistic depiction of a bird, the shape and position of the lines evoke the idea of ​​a bird in flight. Conveying the attributes of freedom, connectivity, and communication associated with its platform.

What is an isologue for?

In principle, to identify a brand and distinguish it from the rest on the market. Since being unique and recognizable, allows consumers to associate the logo with the brand quickly and remain engraved in their memory. For example, Nike is immediately recognized and associated with a sports brand.

In the same way, it facilitates the visual communication of a brand because it transmits its values, personality, and own qualities. It captures what it represents, which can be perceived with a glance. For example, Apple conveys the idea of ​​innovation, simplicity, and elegance that characterizes the brand.

The versatility of the application, since it can be adapted and used in different formats and contexts, from physical products to online presence such as brand and store websites. Such is the case of McDonald’s.

In addition to the recognition given to a brand, it also creates an immediate association in the minds of consumers. This happens when it is used consciously, and over time. It becomes a recognizable symbol, reinforcing the brand’s presence and reputation in the market, for example, ” Coca-Cola. ”

It should be noted that generating an emotional bond with customers makes it memorable for them. On the other hand, the isologue must be prepared by a graphic design specialist using programs such as Photoshop.

What are the characteristics of an Isologist?

Combined symbol and text: In which both elements are merged to create a unique visual identity.

Simplicity: In the art of design with a minimalist style. Precise shapes and clean lines achieve an attractive and easy-to-recognize visual appearance.

The symbol used must be relevant and evoke positive associations with the brand.

Readability: Both the icon and the text are identified and understood in applications and digital media.

Versatility: They must be adaptable and work well in different contexts and formats, such as websites, print, and social networks, for example, Instagram.

Memorability: To capture attention and leave an emotion that lasts over time in the viewer’s mind.

Stylistic coherence: It is associated with the type of typography, colors, and style to establish a visual connection between the logo and the brand.

Originality: It must be unique to attract consumers’ attention.

Companies with high brand recognition typically use them and do not include the company name in the design. It is important to note that these characteristics are general since each psychologist is specific and unique depending on the field and focus.

How do you identify an isologue?

First, the composition of the isologue must be observed; that is, both the symbol and the name must be harmoniously integrated or very close to each other. Its design is simple and easy to reproduce in different media, preserving its legibility and identity.

Another way would be to perceive if the icon and the brand name are somehow related and convey the desired message. Color tones also have specific associations and meanings, which characterize and distinguish brands, including black and white.

It is essential to keep in mind that the isologue plays a fundamental role in advertising and marketing. Since it becomes a significant tool to stand out in a competitive market and leave a symbolic and lasting mark in the minds of viewers. As it helps establish an emotional connection with consumers and to build recognition and loyalty towards the brand.


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