Wordmark

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,
Microsoft, and IBM. 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 Coca-Cola wordmark

The IBM logotype

The Government of Canada wordmark[n 1]

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

In the United States, the 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.

The wordmark is one of several different types of logos,[4] and is among the most common. It
has the benefit of containing the brand name of the company (i.e. the Coca-Cola logo) as
opposed to the brandmark used by, for example, Apple.

Wordmark logos are often confused with lettermark logos. Wordmark logos are unique text-only
typographic treatment of the brand's name where the name becomes the instant identification of
the brand. Whereas, lettermark logos are made up of initials of the brand name or business.
Lettermarks are also text-only but they are shorter. Some examples of lettermark logos include:
CNN, P&G, HBO, and LG logo.

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" (http://www.tbs-sct.gc.ca/fip-p
cim/spec/T130-eng.asp) . Federal Identity Program Policy. Retrieved 7 September 2012.

2. "Trade mark definition" (https://oami.europa.eu/ohimportal/en/trade-mark-definition) . Office for

Harmonization in the Internal Market.
 3. "Glossary (w - x)" (http://www.uspto.gov/main/glossary/index.html#w) . Guides. United States Patent
and Trademark Office. 2007. Retrieved 2007-11-23.

4. "Types of logos: How to create a logo for your brand | Freelancer Community" (https://www.freelancer.co
m/community/articles/types-of-logos) . www.freelancer.com. Retrieved 2016-10-12.

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.

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