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Thanx to all of you for your input - a search on the Internet revealed that the term suggested by Trudy is, in fact, quite common (in officialese, that is) and since I needed s.th. along those lines, the points go to Trudy. 3 KudoZ points were awarded for this answer
Explanation: looking at an official form right now
Trudy Peters United States Local time: 02:29 Native speaker of: German, English PRO pts in pair: 3087
Thanx to all of you for your input - a search on the Internet revealed that the term suggested by Trudy is, in fact, quite common (in officialese, that is) and since I needed s.th. along those lines, the points go to Trudy.
Explanation: I know _of_ the term "Bild-Wort-Marke", but in 13 years in advertising, I've never heard it actually being used. So depending on your context, you may be better off calling it what it's usually called, the logo and slogan or logo and tagline. IMHO there's nothing worse than clinging to technical terms that have long since disappeared.
Wirbeleit Germany Local time: 08:29 Native speaker of: German PRO pts in pair: 4
Explanation: This answer is probably too late but just for the record, I would - nor have ever seen figurative mark/word mark which, for me this is advertising nonsense. Sign-off is the most modern term that would be understood by any professional operator working in mkting, visual graphics or advertsing.
(I worked for many years in Client Service on multinational brands)