You’ve probably seen tons of wordmark logos in your lifetime. Many of the biggest brands have chosen this type of logo to represent their visual identity. But why did they use a wordmark over a symbol, for example? And what does a wordmark logo technically mean when it comes to design?

In this post, we’re focusing on the wordmark logo (or logotype) — diving deep into what it means, its 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, Amazon, Coca-Cola, Google, and Best Buy.

Why design a wordmark logo as opposed to using graphics?

Both types of logos have 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 name recognition is essential. Because of their simplicity, wordmark logos are easy for customers to understand.

What are the best use cases for a wordmark logo?

Length is critical. 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 useable within various display options.

How to choose the right typestyle

Start by describing the business; like colors, every typeface is associated with an adjective. For example, the color purple is usually associated with luxury. When it comes to type, I could picture a thick uppercase serif typeface or a solid, clean sans-serif uppercase typeface to represent luxury.