You’ve probably seen tons of wordmark logos in your lifetime. Many of the biggest brands out there have chosen this type of logo to represent their visual identity. 

But why did they go with a wordmark over a symbol for example? And what does a wordmark logo technically mean when it comes to design? 

If you’re a graphic designer offering logo services, this is extremely important to know because you’re expected to choose the right kind of logo that best supports your client’s brand identity. In this post, we’re focusing on the wordmark logo (or logotype), diving deep into what it means, it’s best use-cases, and some handy tips to keep in mind in the design process. 

What Is A Wordmark Logo? 

A wordmark or logotype is, in essence, the name of a brand designed with the use of unique typography. There are a lot of different type-styles used for wordmarks, the most common being script, sans-serif, and serif. Some well-known iconic wordmarks are for example; Coca-Cola, Google, and SONY. 

Both types of logos have their own advantages, and the choice between a wordmark or brandmark is subjective and relative to what the business wants to portray.

Using a wordmark is a good decision if you have a new business and the name of the business needs to get out there. Because of their simplicity, wordmark logos are easy for customers to understand. 

Length is very important. Wordmark logos work best when the business name is short and distinctive, and sticks in the mind of potential customers.

A long company name could become overly complicated quickly, resulting in an unprofessional appearance. A good wordmark for me is beautiful to look at, memorable, and usable within various display options. 

When To Choose A Wordmark Logo 

You can decide to make a wordmark logo if your or your client’s business meet the following parameters: 

You have a short, distinctive business name: one word is ideal. A wordmark helps establish name recognition, a must in the start-up world. If your business name is longer or contains multiple words, consider a monogram or letter mark (think HBO or IBM). 

You’re planning to use your sturdy logo design across many different mediums, or on top of images and different backgrounds.

A wordmark logo is easier to integrate across multiple platforms because you don’t have to worry about the legibility of a symbol or the real estate it takes up. Plus, you don’t have to worry about multiple variations. 

You want to use a bright, distinctive colour or typeface in your logo. A strong wordmark doesn’t need other elements competing with it or taking away from its impact.