lettering / handwriting
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lettering
A sequence of letters written or printed in a special, often artistically designed form. This is often used for logos of companies, brands, or products.
Der Schriftzug von Coca-Cola ist auf der ganzen Welt bekannt.
The Coca-Cola lettering is known all over the world.
handwriting
The characteristic way in which a person writes; their personal handwriting.
Anhand des eleganten Schriftzugs auf der Karte erkannte sie sofort, von wem der Brief war.
From the elegant handwriting on the card, she immediately recognized who the letter was from.
The word is made up of 'Schrift' (writing) and 'Zug' (stroke, pull). A 'Schriftzug' is therefore literally a 'writing stroke' and describes the drawn or written form of letters.
Der Schriftzug auf dem alten Schild war kaum noch zu lesen.
The lettering on the old sign was barely readable anymore.
The context makes clear which meaning is intended. If it is about companies, brands, or design, it refers to the designed name or lettering. If it is about a person and a handwritten text, it refers to personal handwriting.
Der Schriftzug des neuen Produkts wurde von einem berühmten Designer entworfen.
The lettering of the new product was designed by a famous designer.
In the meaning of 'Logo' (logo) or 'gestalteter Name' (designed name), the word is often used in connection with brands, products, or visible places. Typical formulations are 'der Schriftzug einer Marke' (the lettering of a brand), 'der Schriftzug auf einem T-Shirt' (the lettering on a T-shirt), or 'ein bekannter Schriftzug' (well-known lettering).
Der leuchtende Schriftzug des Hotels war schon von Weitem sichtbar.
The hotel's illuminated lettering was visible from far away.
When it is about personal handwriting, 'Schriftzug' (handwriting) is often combined with adjectives that describe the character of the writing. Common examples are 'ein eleganter Schriftzug' (elegant handwriting), 'ein unleserlicher Schriftzug' (illegible handwriting), or 'ein geschwungener Schriftzug' (flowing handwriting).
Trotz ihres hohen Alters hatte sie noch einen sehr sauberen und klaren Schriftzug.
Despite her old age, she still had very neat and clear handwriting.
logo
A Logo is the complete graphic symbol of a company or brand and can consist of images, letters, or both. A Schriftzug is made specifically from specially designed letters. For a company name in a distinctive typeface, Schriftzug is therefore the appropriate term; for the complete brand symbol, Logo is the appropriate term.
Der neue Schriftzug der Bäckerei zeigt den Firmennamen in grünen Buchstaben.
The bakery’s new lettering shows the company name in green letters.
Das neue Logo der Bäckerei zeigt eine Ähre neben dem Firmennamen.
The bakery’s new logo shows an ear of grain next to the company name.
