When searching for the term isotype in the dictionary of the Royal Spanish Academy (RAE), we will note 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 to make sense. The objective is that, with the naked eye, it generates in the mind of the observer the reference to the Mark in question.
A example very popular isotype is Nike, known as “Swoosh” or “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 apparel 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 resort to the word Logo; in fact, it is even more common to shorten it to make it a “logo.” This can cause problems if we are talking to someone who knows this and the other concepts, since their meaning does not always serve to define what we are mentioning.
The Logo is, in effect, the graphic representation of a trademark, but it must be composed only of letters (or, at least, of typography). The four colored squares that we associate with the brand today Microsoft They are not a logo, although the word written with its particular font is.
As long as there is no element that cannot be read in the original language of the company, this is a logo, even if it is a signature or an acronym (the trademark Ford used to have a firm, and the company M: YES use an acronym).
Then we have the imagotype, which is the combination of a pictographic element (a He drew) accompanied by text. 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 are not misleading.
In short, when we are in front of a representation graphic that refers to a company and does not have text of any kind, that is, it does not contain symbols belonging to any alphabet and that, therefore, no one can read it, we can say that it is an isotype. The apple of Manzana it is one of the most famous.
For the biology, the isotypes are the different classes of antibodies: substances 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. By means of isotypes it is possible to carry out reliable tests since all the members of the same species respond to them in the same way.