Not all logos rely on symbols or graphics to make an impact. Some logos consist solely of stylized words, showcasing the power of typography. Even in this digital age, where minimalism is embraced, wordmark logos have gained popularity across various industries.

What is a wordmark?

A wordmark logo is primarily composed of text, typically using a specific typeface or font. The text used in a wordmark logo often represents the name of the company or organization. Examples of well-known wordmark logos include Coca-Cola, Facebook, and FedEx.

Source: Kaejon Misuraca // Modus

Contrary to common belief, designing a wordmark logo requires significant effort. It takes multiple iterations to find the right typeface that perfectly aligns with your brand’s personality. Creating a wordmark logo is a balancing act, where the word itself must serve as a design, a descriptor, and an emblem for the brand.

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When to choose a wordmark logo?

Before opting for a wordmark logo, it’s crucial to understand your brand’s intent. There is no one-size-fits-all answer to this question. There are a few factors to consider when deciding if a wordmark logo is the right choice for your brand.

1. You have a short and unique business name

A short business name looks fantastic in a wordmark logo. Take Zara, for example. Its logo looks stunning when printed in embossed gold on any surface. Short and impactful brand names can stand alone without the need for visual mnemonic support.

2. You have a distinctive typeface you want to showcase

Wordmark logos can be underwhelming if regular or open fonts are used. To truly make an impression, choose a unique font that has never been seen before. Stand out from the crowd and ensure your logo isn’t mistaken for another brand’s headline. A distinctive typeface adds memorability to your brand.

3. You anticipate your logo appearing on various mediums

Visually cumbersome logos struggle to adapt to different mediums. The leaner the logo, the easier it is to adapt and adopt it for various formats. If you intend to use your logo on plain surfaces like t-shirts, flags, and letterheads, a wordmark with a distinct typeface is the way to go.

How to design the perfect wordmark: 6 tips

1. Find the right font

Source: Venngage

The success of your wordmark logo lies in the choice of font. Legibility is vital since there are no supporting graphics. Opt for a font that is easy to read, has well-spaced characters, and aligns with your brand’s personality.

2. Communicate with color

Source: Pinterest

While a wordmark logo may not have a graphical element, you can use color to convey important aspects of your brand. For example, Google’s logo has undergone several changes, but its color sequence has become iconic. Even if you see empty squares arranged in that sequence, you instantly recognize it as Google.

3. Utilize white space appropriately

Source: VIA Rale Canada

When you have the right font, you’ll notice white spaces or negative spaces within your logo. These spaces can be used to add impact to a specific letter or number. Just like the Via Rail logo, which cleverly uses negative spaces between letters to evoke a railway line, you can use white space creatively.

4. Play with shapes

Shapes are essential for creating visually pleasing and memorable wordmark logos. They can emphasize specific letters, convey movement or balance, and communicate mood or message.

Source: Wikimedia Commons

Take YouTube’s logo, for example. The wordmark is complemented by a box around the word “Tube,” symbolizing a screen. This shape adds a dramatic touch to what would otherwise be a flat and characterless logo. The box’s red color became the brand’s primary color.

5. Experiment with backgrounds

Source: Pink Lemonade

Background colors are not off-limits when designing a wordmark logo. Have fun by placing your brand’s name against different canvas colors. As long as the colors have good contrast and the text is readable, any combination is valid.

6. Consider a character feature

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Some wordmark logos add character to a specific letter or number. This feature can make the logo visually appealing and memorable, effectively communicating your brand’s identity and values. Vans’ logo, for example, features a line extending from the “V” in the brand name, adding a unique touch.

5 famous wordmark logos and their success stories

Many marketers believe that true creativity lies in the graphical elements of logos. However, some of the world’s most recognizable brands have boldly chosen wordmark logos, creating minimal and effective emblems for their brands. Here are five iconic wordmark logos:

1. Facebook

Source: Wikimedia Commons

Facebook’s wordmark logo is clean and minimal, featuring the company’s name written in blue lowercase letters. The font choice and spacing give the logo its recognizable design. The use of blue conveys trust and reliability, in line with Facebook’s mission of connecting people.

2. FedEx

Source: Wikimedia Commons

The FedEx logo creatively experiments with color and spacing. Purple and orange play key roles in the logo, representing the company’s brand colors. The negative space between the “E” and “X” forms an arrow, symbolizing forward motion.

3. Coca-Cola

Source: Wikimedia Commons

The Coca-Cola wordmark logo is one of the most recognizable logos globally. Its bold, red cursive letters evoke energy and refreshment. Despite being 135 years old, the logo has only undergone minor font and form changes. The “tail” on the first “C” adds character and has become a symbol of the brand.

4. Stripe

Source: Wikimedia Commons

Stripe’s simple and minimalistic wordmark logo features the company’s name in purple lowercase letters. Variations in width and spacing give the logo a distinct and modern look. The use of purple communicates professionalism and reliability, reflecting the company’s mission.

5. LinkedIn

Source: Wikimedia Commons

LinkedIn’s brand logo is a unique wordmark that combines two colors, a clean font, and a distinctive shape. The stylized “in,” created with squares and circles, serves as a visual cue, making the logo memorable. The sans-serif font embodies professionalism, ensuring legibility across various platforms.

Frequently asked questions about wordmark logos

1. What is a wordmark in a logo?

A wordmark logo is composed solely of the company’s name, without additional graphics. It rapidly enhances brand recognition by incorporating the company name into the logo design, making it memorable.

2. What is the difference between a lettermark and a wordmark logo?

While wordmark logos emphasize the entire name, lettermark logos focus on creating distinctive typographic symbols. Lettermark logos usually consist of a company’s initials represented in a unique font or pattern.

3. Can you trademark a wordmark logo?

Absolutely! A trademark can be a word, phrase, image, symbol, or a combination that distinguishes your company’s offerings from the competition.

Bottom line

Wordmark logos are a fascinating realm of design. They can be serious or playful, plain or robust, artistic or clever. By representing your brand with a wordmark logo, you make a statement effortlessly.

We applaud your confidence and determination to set your brand apart.

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