Wordmark (graphic identity)

A fictive wordmark illustrating how typographic treatment and color can make a name more visually memorable.

A wordmark, subset of the term logotype, is a standardized graphic representation of the name of a company, institution, or product name used for purposes of identification and branding. A wordmark is usually a distinct text-only typographic treatment as can be found in the graphic identities of the Government of Canada, FedEx, Google, and Wikipedia. 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 and European Union a wordmark may be registered, making it protected intellectual property. In the United States the term word mark may not only refer to the graphical representation, but the text itself may be a type of trademark.^[1]

References

Bibliography

• McWade, John. Before and After Graphics for Business. Peachpit Press: 2005. ISBN 978-0321334152.
• White, Alexander W. The Elements of Graphic Design: Space, Unity, Page Architecture, and Type. Allworth: 2002. ISBN 978-1581152500.
• Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. Wiley: 2006. ISBN 978-0471746843.