A logo is essentially the face of any brand which strives for longevity and loyalty. Over time, the logo is etched on consumers’ minds and becomes synonymous with the ‘brand identity’. Logos come in all shapes, sizes and designs, but very few have the impact of a wordmark logo.
I mean imagine that you want your customers to never forget you and immediately recall your brand when they see its logo. What else is the best way to make people remember your brand other than reinforcing its name in their minds again and again? What else would a customer recall when he sees the Coca-Cola logo? I mean, it’s Coca-Cola written right there on the logo. The popular beverage company can’t go wrong with this.
Let me tell you that businesses are aware of the massive recognition potential of wordmark logos. Hence, it is among the most popular logo designs all over the world.
According to research by Website Planet, out of the top Fortune 500 companies, 31% or 155 of them have a wordmark logo. The design is the second most popular logo type after combination logo – having both wordmark and graphics – which is used by 61% of the Fortune 500 companies as their brand identity.
Now, before we dive into the whats and Whys, let’s first look at what a wordmark logo is.
What is a wordmark logo?
The wordmark logo definition is simple. It is a type of logo whose distinctive design is centered around displaying a company’s name or initials using a unique and visually appealing typographic style. Unlike other logos, wordmarks consist solely of text, without additional graphical elements.
Wordmark vs logotype
There is no difference between a wordmark and logotype design. Designers use both these terms interchangeably to describe the same type of logo – the one which only contains the brand’s name and not any icon or graphics.
How to design a perfect wordmark logo
Follow these key tips to make a mark with your wordmark logo!
1. Keep it simple
Simplicity is a crucial principle in logo design, particularly for wordmarks, as it directly impacts a logo’s memorability, versatility, and timelessness. A simple wordmark logo allows for instant recognition, easy scalability, and effective communication of the brand’s message. Another consideration for you has to be the logo’s scalability. It should be simple enough to remain legible and recognizable at very small sizes, such as on a mobile screen or a business card. At the same time, the design should also look clean and professional when scaled up for larger applications like billboards or signage.
Unlike combination marks or emblems, wordmarks should rely solely on text. Refrain from adding icons or symbols that could clutter the design. Sometimes, we tend to overcomplicate the wordmark logo idea that is in our mind, and this complication mostly backfires as it ruins the aesthetics of a logo and evokes a negative reaction from people. The logo of the 2012 London Olympics is a perfect example of that. According to a BBC survey, almost 80% of people either “disliked” or “hated” the logo.
If your brand leans more traditional or elegant, a simple serif font with clean lines can maintain simplicity while adding a touch of sophistication. In that case, you should refrain from using effects like drop shadows, embossing, or 3D effects. These can detract from the simplicity and clarity of the wordmark.
2. Unique typography
In a wordmark logo, you only have the text to play with and demonstrate your creativity. Some people believe that wordmark logos don’t have a lot of room for experimentation, but this is not quite right. If you are a skillful designer, you can use the wordmark font to create a visually appealing and memorable design.
It only involves understanding the nuances of different typefaces, their historical context, and how they can be used to express specific emotions or messages. Each font design possesses unique characteristics that contribute to its overall appearance and feel. Some of the key features are:
Serif fonts: They have small lines or strokes attached to the ends of larger strokes in letters. They convey a sense of tradition, reliability, and formality. For example, Times New Roman, Garamond, Baskerville, etc.
Sans-serif fonts: These fonts lack the small strokes at the ends of letters, giving them a clean, modern look. They are often more readable on screens. For example, Helvetica, Arial, Futura, etc.
Script fonts: These fonts are designed to mimic cursive handwriting, often featuring flowing, connected letters. They range from elegant to playful. For example, Pacifico, Brush Script, Lobster, etc.
Display fonts: These are decorative and often used for headings or logos rather than body text. They are designed to attract attention and convey specific themes or emotions. For example, Impact, Cooper Black, etc.
Monospaced fonts: In monospaced fonts, each character occupies the same amount of horizontal space. This uniformity can give a technical, retro feel. For example, Courier, Consolas, Monaco, etc.
Handwritten fonts: This type of font mimics the natural look of handwriting, varying widely in style. They can be informal, playful, or elegant. For example, Alex Brush, Indie Flower, Dancing Script, etc.
To ensure harmony between your logo’s font and brand identity, you will first have to identify the core values and mission of the brand and your audience demographic. For example, if your target audience is across age groups, you should go for a minimalist logo design, as research has found that “all age groups have a positive attitude toward minimalism”.
3. Use of colors
If you’re designing a wordmark logo, it doesn’t mean you can’t experiment with color. However, compared to an icon or pictorial logo, the space to experiment with colors is a bit limited. Therefore, you have to be strategic in the use of colors. In this way, you can use colors as a tool for conveying your brand’s identity, evoking emotions, and influencing consumer perceptions.
Each color carries distinct psychological and cultural connotations, making the choice of colors crucial in aligning a logo with a brand’s message and values. This is where color psychology comes in. It is the study of how colors can influence human behavior, emotions, and perceptions. Brands often leverage color psychology to create a strong emotional connection with their target audience.
- Red: This color is connected to energy, passion, excitement, and urgency. It grabs attention and stimulates the senses. In Western cultures, red can symbolize love or danger, while in Eastern cultures, it often represents luck and prosperity. Red is often used by brands in the food, entertainment, and retail industries to create a sense of urgency or excitement. For example, Coca-Cola, KFC, YouTube, etc.
- Blue: This color evokes feelings of trust, calmness, stability, and professionalism. It is often perceived as dependable and secure. It is universally liked and is associated with the sky and sea, symbolizing vastness and reliability. Blue is normally used by financial institutions, technology companies, and healthcare brands. For example, IBM, Facebook, Samsung, etc.
- Green: Green symbolizes growth, health, nature, and tranquillity. It is often associated with sustainability and environmentalism. It also represents fertility and renewal in many cultures. It’s also linked to wealth and safety. The green color is popular among brands in the health, wellness, and environmental sectors. For example, Whole Foods, Spotify, Starbucks, etc.
- Yellow: This color is linked to happiness, optimism, warmth, and positivity. It can also stimulate mental processes and energy. Yellow can symbolize joy and enlightenment but can also be associated with caution or deceit in some cultures. It is often used by brands that want to evoke cheerfulness or creativity. For example, McDonald’s, National Geographic, IKEA, etc.
- Black: The color black conveys sophistication, elegance, authority, and power. It’s timeless and versatile. It can symbolize death or mourning in some cultures but is also associated with formality and prestige. This color is frequently used by luxury brands and companies wanting to portray a sleek, modern image. For example, Chanel, Nike, Apple, etc.
4. Kerning and spacing
Kerning and spacing are crucial aspects of wordmark logo design, directly affecting the readability, balance, and overall visual appeal of the logo. Kerning refers to the adjustment of space between individual letters in a wordmark.
Proper kerning in a wordmark logo ensures that letters don’t appear too crowded or too far apart, which is essential for maintaining readability, especially at smaller sizes. Poor kerning can lead to misinterpretation of the text or make it difficult to read.
Spacing or tracking is the uniform adjustment of space across all letters in a wordmark. Consistent spacing ensures that the wordmark appears harmonious and easy to read, without any awkward gaps or overly tight clusters.
Proper kerning and spacing contribute to the visual balance of the wordmark. They ensure that the letters appear evenly distributed, creating a sense of cohesion and order. This balance is crucial for making the logo aesthetically pleasing and professional.
To get this right, designers must consider the proportion of the letters and their spacing. For instance, letters like “T” and “A” may require different kerning adjustments than “O” and “L” due to their varying shapes. Achieving proportionality between these letters prevents any visual tension or imbalance in the design.
Examples of famous wordmark logos
Here are some of the best wordmark logos that have managed to stand out among their competition thanks to their ingenious design and memorability.
FedEx
FedEx has a wordmark logo design which uses negative space to give an abstract idea of an arrow. The design has so far received more than 40 awards and has been featured in the list of eight best logos in the world for the past 35 years.
Coca Cola
Coca-Cola is another brand with a popular wordmark logo. The logo had remained more or less intact for the past 135 years, with a few changes here and there. However, the popular beverage company never chose a design other than a wordmark logo. It is also hands down one of the most recognized logos all over the world, with 94% of the population instantly able to recall the iconic red and white logo.
The popular search engine’s logo has to be the OG wordmark logo. The simple sans-serif font and colorful typography have become synonymous with the search engine giant. There’s no chance of people forgetting this logo as Google.com is visited by 8.5 billion users to search for everything from a definition to how to build a space rocket every day.
Uber
Another logo which is in front of our eyes most of the time. The logo of Uber is a simple, sans-serif font, and the black and white color scheme conveys a sense of professionalism and reliability.
Conclusion
Creating an iconic wordmark logo that is instantly recognized by consumers requires a thoughtful approach that balances simplicity, uniqueness, and relevance to the brand. This is possible by following the best practices of a wordmark logo design. And this is what we do at PNC logos. Our team is well-equipped with the expertise needed to help you engrave your logo on the minds of your customers. So, if you are a beginner who is planning to use the power of a wordmark logo to make a mark or are an established setup looking to shift towards the wordmark side to stand out, contact us today. We will smartly use text to create a memorable logo that will surely make your brand a household name.
