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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
The government of Canada (french: gouvernement du Canada) is the body responsible for the federal administration of Canada. A constitutional monarchy, the Crown is the corporation sole, assuming distinct roles: the executive, as the ''Crown ...
,
FedEx
FedEx Corporation, formerly Federal Express Corporation and later FDX Corporation, is an American multinational conglomerate holding company focused on transportation, e-commerce and business services based in Memphis, Tennessee. The name "Fe ...
, and
Microsoft
Microsoft Corporation is an American multinational technology corporation producing computer software, consumer electronics, personal computers, and related services headquartered at the Microsoft Redmond campus located in Redmond, Washing ...
. 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.
In the
United States
The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...
and
European Union
The European Union (EU) is a supranational political and economic union of member states that are located primarily in Europe. The union has a total area of and an estimated total population of about 447million. The EU has often been des ...
, a wordmark may be registered, making it a protected
intellectual property
Intellectual property (IP) is a category of property that includes intangible creations of the human intellect. There are many types of intellectual property, and some countries recognize more than others. The best-known types are patents, cop ...
.
In the United States, the term "word mark" refers not to the graphical representation but to only the text.
In most cases, wordmarks cannot be copyrighted, as they do not reach the
threshold of originality
Threshold may refer to:
Architecture
* Threshold (door), the sill of a door
Media
* ''Threshold'' (1981 film)
* ''Threshold'' (TV series), an American science fiction drama series produced during 2005-2006
* "Threshold" (''Stargate SG-1''), ...
.
The wordmark is one of several different types of logos, and is among the most common. It has the benefit of containing the brand name of the company (i.e. the
Coca-Cola
Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlanta ...
logo) as opposed to the
brandmark
A logo (abbreviation of logotype; ) is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordm ...
used by, for example,
Apple
An apple is an edible fruit produced by an apple tree (''Malus domestica''). Apple fruit tree, trees are agriculture, cultivated worldwide and are the most widely grown species in the genus ''Malus''. The tree originated in Central Asia, wh ...
.
Wordmark logos are often confused with lettermark logos. Wordmark logos are unique text-only typographic treatments of the brand's name where the name becomes the instant identification of the brand. Lettermark logos, on the other hand, 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:
IBM,
CNN
CNN (Cable News Network) is a multinational cable news channel headquartered in Atlanta, Georgia, U.S. Founded in 1980 by American media proprietor Ted Turner and Reese Schonfeld as a 24-hour cable news channel, and presently owned by ...
,
P&G,
HBO
Home Box Office (HBO) is an American premium television network, which is the flagship property of namesake parent subsidiary Home Box Office, Inc., itself a unit owned by Warner Bros. Discovery. The overall Home Box Office business unit is ba ...
, and
LG logo.
See also
*
Logo
A logo (abbreviation of logotype; ) is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordma ...
*
Icon
An icon () is a religious work of art, most commonly a painting, in the cultures of the Eastern Orthodox, Oriental Orthodox, and Catholic churches. They are not simply artworks; "an icon is a sacred image used in religious devotion". The most ...
*
Slogan
A slogan is a memorable motto or phrase used in a clan, political slogan, political, Advertising slogan, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the publi ...
*
Trademark
A trademark (also written trade mark or trade-mark) is a type of intellectual property consisting of a recognizable sign, design, or expression that identifies products or services from a particular source and distinguishes them from others ...
Notes
References
Further reading
*McWade, John. ''Before and After Graphics for Business.'' Peachpit Press: 2005. .
*White, Alexander W. ''The Elements of Graphic Design: Space, Unity, Page Architecture, and Type.'' Allworth: 2002. .
*Wheeler, Alina. ''Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands.'' Wiley: 2006. .
Brand management
Promotion and marketing communications
Typography
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