Final answer:
A logo combining graphic elements and typography is referred to as a logotype or combination mark. This type of design employs the careful selection of typefaces and incorporation of graphic symbols to communicate a company's identity. Renowned designer Paul Rand has created some of the most iconic examples of such logos.
Step-by-step explanation:
When a logo incorporates both a graphic element and typography, it is known as a logotype or a combination mark. The graphic symbol often reflects the company's identity or what it represents, while the typography component uses text, usually the name of the company, to enhance recognition. In creating this type of logo, designers must consider elements like typeface selection, which conveys the character of the company, and whether to use serif or sans-serif fonts. A serif font includes small decorative lines on characters and is perceived as classic or refined, such as in Durer's fonts, whereas sans-serif, like Helvetica, is seen as more modern. Effective logos serve as crucial marketing tools by using graphic design to communicate a specific message to a targeted audience. Iconic logos, like those created by the renowned designer Paul Rand, demonstrate the power of logos to retain a company's essence while appearing modern and fresh. As times change, the interplay between fine art and graphic design becomes more entwined, illustrating the importance of logos in our visually saturated world.