While many designers favor wordmarks (also called logotypes) and consider them the most “pure” form of a logo, creating a wordmark when you’re not a designer can be intimidating. Paget says that if you understand your target audience, you can take advantage of these cultural and visual associations to communicate specific messages through the use of font and color in your logo. “For example, if I asked anyone to choose an appropriate font for the word ‘Army,’ most of us will picture a heavy stencil typeface, and we would most likely color it in dark green, too.”
“When we’re born, letters and fonts are just shapes, but as we grow we begin to associate the shapes to words, and the design and style of those words to specific objects and organizations,” says Ian Paget, a U.K.-based graphic designer and founder of Logo Geek. In these cases, the words have become the visual landmark of the brand. Because of the simplicity of these logos, typography and spacing are extra important.Įxamples of famous wordmark logos include Google, Coca-Cola, and Calvin Klein. Wordmark logos are also called “logotypes,” and can include monogram variations for smaller spaces like social media profiles and favicons. What is a wordmark? It’s a type of logo design that includes only the company name - no symbols, mascots, or badges.
The type-only look is a popular (and timeless) choice across industries, especially tech, media, fashion, and food. Wordmark logo design is all about keeping it simple.
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