Wordmark

For the computer hardware term, see Word mark (computer hardware).

A wordmark, word mark, or logotype, is usually a distinct text-only typographic treatment of the name of a company, institution, or product name used for purposes of identification and branding. Examples can be found in the graphic identities of the Government of Canada, FedEx, and Microsoft. The organization name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the organization or product.

The Microsoft wordmark

The Government of Canada wordmark^{[n 1]}

The FedEx wordmark

In the United States and European Union,^[2] a wordmark may be registered, making it a protected intellectual property.^{[citation needed]}

In the United States, the legal term "word mark" refers not to the graphical representation but to only the text.^[3]

In most cases, wordmarks cannot be copyrighted, as they do not reach the threshold of originality.^{[citation needed]}

The wordmark is one of several different types of logo, and is among the most common. It has the benefit of containing the brand name of the company as opposed to a textless brandmark, such as, for example, the Apple logo.^{[citation needed]}

Wordmark logos are often confused with lettermark logos. Lettermark logos are made up of the initials of the brand name or business, while wordmarks contain the full name. Lettermarks are also text-only but they are shorter. Some examples of lettermark logos include: IBM, CNN, P&G, HBO, and LG logo.^{[citation needed]}

See also

• Logo
• Icon
• Slogan
• Trademark

Notes

1. The use of the Government of Canada's wordmark is regulated by government policy.^[1]

References

1. Treasury Board of Canada Secretariat (10 May 2012). "Canada Wordmark". Federal Identity Program Policy. Retrieved 7 September 2012.
2. . Office for Harmonization in the Internal Market. Archived from the original on 2015-03-29. Retrieved 2015-03-10.
3. "Glossary (w–x)". Guides. United States Patent and Trademark Office. 2007. Retrieved 2007-11-23.

Further reading

 

Wikimedia Commons has media related to Text logos.

• McWade, John. Before and After Graphics for Business. Peachpit Press: 2005. ISBN 978-0-321-33415-2.
• White, Alexander W. The Elements of Graphic Design: Space, Unity, Page Architecture, and Type. Allworth: 2002. ISBN 978-1-58115-250-0.
• Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. Wiley: 2006. ISBN 978-0-471-74684-3.