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Figurative mark

A figurative mark is a graphic symbol or abstract representation that serves to visually represent a brand. Unlike word marks, which consist of written words or letters, a figurative mark is based on an image or illustration. Figurative marks can be iconic symbols, logos or graphic elements that embody a brand's identity and make it distinguishable from others. They are often simple and easily recognizable, which increases their impact and recognition among target groups.

Figurative marks play a crucial role in branding and can effectively communicate the brand image and identity. A very well-known example is the Apple logo.


Frank Wache
Partner, Brand Strategist

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