brand glossary: wordmark

A wordmark, or logotype, is the way a company, product or service name is designed. It typically incorporates a simple 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, Logotype

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