The symbol can now be used on its own, separated from the company name.Ĭombination marks pair a symbol with a wordmark. Over time, through repeated exposure, the symbol itself became associated with the brand. As a typographer and type designer, I seek typographic solutions to all design briefs and have designed dozens. Examples: whether to use serif, san serif, upper case, lower case what color, size and weight, etca designer may choose upper. In lieu of any accompanying symbol, it is important to create distinction in the wordmark logo with the appropriate design decisions. Most easily-recognized pictorial logos started out in a “lockup” with a wordmark company name. The Coca-Cola logo is an example of a wordmark. When designing a wordmark there are other considerations after choosing the font. Pictorial marks are the opposite of wordmarks. Many fashion designers use handwriting wordmarks. They’re often stylized signatures representing brands that revolve around their founder. Handwriting-inspired logos feel personal.
These casual scripts are less polished and more irregular. Scripts can look elegant and refined (think wedding invitations) or retro (think old-school baseball logos).Ī subset of script lettering is handwriting. Script wordmarks echo cursive writing or calligraphy. Logos without serifs look modern and clean. Logos made from serif lettering (where the strokes of the letters have small lines or wedges at the ends) look formal and traditional. Wordmarks can be classified according to style. Don’t be tempted to think “somebody just typed out that name in a font.” Good wordmarks are carefully crafted to have a visual rhythm throughout the word, balancing white space, line weights, and the way the letters interact with each other. The brand’s name is represented by typography, without including a symbol or picture. Wordmarks are logos made of… wait for it… words. Whether you call them monograms, initials, or acronyms, they’re in the same category. Lettermarks are just what they sound like: logos that are made of letters. Here’s a roundup of four different types of logos: lettermarks, wordmarks, pictorial marks, and combination marks. Examples of logos can be useful for clients during a brand identity project.
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