Wordmark (Logotype)

A wordmark, also called a logotype, is a logo that consists entirely of the brand name set in a distinctive typeface, with no accompanying symbol or icon. Wordmarks are one of the most enduring and effective logo formats: Google, Coca-Cola, FedEx, and Sony all use wordmarks as their primary logos. The advantage of a wordmark is directness — the brand name is immediately communicated with no ambiguity. The challenge is differentiation: with text alone as the design medium, the typeface selection, custom lettering, and typographic treatment must work very hard to create a distinctive, ownable identity. The best wordmarks feel as though the type was designed specifically for that brand and could not belong to any other. This is achieved through careful typeface selection, custom letterform modifications, distinctive spacing, or entirely bespoke lettering. A strong wordmark ages well, travels across languages and cultures, and requires no built-up recognition to communicate the brand name.