Definition of
isotype
When searching for the term isotype in the dictionary of Royal Spanish Academy (RAE), we will notice that the concept is not part of the publication. However, its use is quite frequent in our language; appears above all in two contexts: in the field of design and in the field of biology.
The idea isotype can be used to name the iconic part in the graphic representation of a certain brand. It is the drawing or symbol that is used to represent it.
The isotype does not require additional data to refer to what it represents: that is, it is not necessary to write words for it to make sense. The objective is that, at first sight, it generates in the mind of the observer the reference to the brand in question.
A example of a very popular isotype is that of Nikeknown as swoosh either “pipe”. This creation of the American Carolyn Davidson was presented in 1971: the designer was inspired by the wings of the goddess Nike, which is part of the universe of Greek mythology. When someone comes across such an isotype, they immediately think of the shoe and clothing company.
Having seen the bases of the definition of this term in the field of graphic design and advertising, we must point out that there are three others that are often confused, given the similarities in their meanings and their application in the market. Is about logo, imagotype and isologo.
First of all, it is necessary to clarify that when we want to refer to the visual representation of a brand in everyday speech, most people use the word Logo; in fact, it is even more common to shorten it to become a “logo”. This can cause problems if we are talking to someone who knows this and the other concepts, since its meaning does not always serve to define what we are mentioning.
He Logo is, in effect, the graphic representation of a brand, but it must be composed solely of letters (or, at least, of typography). The four colored squares that today we associate with the brand Microsoft they are not a logo, although the written word in their particular font is.
As long as there is no element that cannot be read in the original language of the company, we are dealing with a logo, even if it is a signature or an acronym (the brand Ford I used to have a firm, and the company M: YES use an acronym).
Then we have the imagotypewhich is the combination of a pictographic element (a drawing) accompanied by text. the brands LG, Jaguar and Kyocera are three clear examples.
Finally there is the isologo, which merges an image and text into a single element. just think about intel, nissan and starbucks coffee to have three examples that do not give rise to confusion.
In short, when we are faced with a representation graphic that refers to a company and does not have text of any kind, that is to say that it does not contain symbols belonging to any alphabet and that, therefore, nobody can read it, we can say that it is an isotype. the apple of Manzana is one of the most famous.
For the biologythe isotypes are the different kinds of antibodiesSubstances produced by an organism in the presence of an antigen, reacting against its action.
Each isotype refers to a immunoglobulin (protein that is part of the immune system). The various isotypes exhibit chain amino acids, always ordered in the same way. Through the isotypes it is possible to carry out reliable tests since all the members of the same species respond to them in the same way.