A Beginner’s Guide to Wordmark Logo Design

Wordmarks are perfect for many companies, but it can be intimidating to try to design one

Kaejon Misuraca
Modus
Published in
8 min readNov 4, 2019

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Images courtesy of the author.

WWordmark logo design is all about keeping it simple. The type-only look is a popular choice across industries, especially tech, media, fashion, and food.

What is a wordmark? It’s a type of logo design that includes only the company name written out in a lettering style — no symbols, monograms, mascots, or emblems. Wordmark logos are also called “logotypes” and can include monogram variations for smaller spaces like social media profiles and favicons. Because of the simplicity of these logos, typography and spacing are extra important.

Examples of famous wordmark logos include Google, FedEx, Coca-Cola, and Toys “R” Us. In these cases, the words have become the visual landmark of the brand.

When we’re born, letters and fonts are just shapes. But as we grow up, we begin to associate the shapes with words, and the design and style of those words with specific objects and organizations.

For example, if I asked you to choose an appropriate font for the word “Army,” most people will picture a heavy stencil font, and they would most likely color it in dark green.

If you understand your target audience, you can take advantage of these cultural and visual associations to communicate specific messages through the use of font and color in your logo.

When to choose a wordmark logo

While many designers favor wordmarks or logotypes and consider them to be the most “pure” form of a logo, creating a wordmark when you’re not a designer can be intimidating.

You don’t want your logo to be boring or forgettable. And when you’re starting a business, you may need help communicating what you offer, which is difficult without the visual aid of a symbol.

A lot of the most popular brands have symbols included in their logos, such as Nike, Apple, or McDonald’s. Because of that, many new business owners expect a logo to include a symbol. A symbol can also have more perceived value to a non-designer, as it feels like more time and energy went into the design.

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