brand glossary: logotype

A logotype, or wordmark, is the way a company, product or service name is designed. It typically incorporates a simply graphic treatment, such as a custom designed font or unusual rendering of letter forms, to make the name immediately identifiable and uniquely ownable. Examples of brand names that utilize a wordmark approach in their visual identity include Coca-Cola and IBM.

Also known as: Work Mark, Wordmark

See also: Logo, Visual Identity, Trademark, Name, Naming