Wordmark
Also called logotype, word mark
What is a wordmark?
A wordmark is a logo made entirely of the brand's name, set in a distinctive typeface or custom lettering, without a separate symbol. Also called a logotype, it puts the name itself in front of people every time, which helps them remember it. Wordmarks work best for short, distinctive names that are easy to read.
The look of a wordmark comes from typography: letter shapes, weight, spacing and sometimes a small custom detail, like a joined pair of letters or an altered character. Many wordmarks start from an existing typeface and are adjusted by hand.
A lettermark (or monogram) is a close cousin that uses only initials. Brands with a wordmark often add a logomark or a single-letter icon for small spaces like profile pictures.
Why a wordmark matters
For a new business, the name is what people need to remember and search for. A wordmark repeats the name every time the logo appears, which helps brand awareness in a way an abstract symbol cannot at first.
Wordmarks are also simple to produce and apply, which suits small teams.
How to design a wordmark
- Shortlist typefaces that match your brand personality and test your name in each.
- Adjust letter spacing (kerning) by eye, especially in tricky pairs.
- Add at most one custom detail that makes it ownable.
- Test it very small, in one color, and on light and dark backgrounds.
- Create a compact version or icon for square spaces.
Wordmark FAQ
What is the difference between a wordmark and a logotype?
They are the same thing. Both describe a logo made of the brand's name in styled type.
When should you use a wordmark?
When your name is short, distinctive and easy to read, and when getting people to remember the name is the priority.
Related terms
A logo is the graphic mark, name or symbol that identifies a business. It can be a wordmark, a symbol, or both combined.
A logomark is a logo symbol or icon with no words, which comes to stand for the brand on its own once people know it.
Typography is the art of choosing and arranging type: fonts, sizes, spacing and hierarchy that make text readable and give a brand its feel.
Visual identity is the visible side of a brand: logo, colors, typography, imagery, icons and layout rules applied the same way everywhere.
Brand recognition is people's ability to identify a brand from cues like its logo, colors or sound, even without seeing the name.