Wordmark

For the computer hardware term, see Word mark (computer hardware).

A wordmark or word mark is a text-only statement of the name of a product, service, company, organization, or institution which is used for purposes of identification and branding. A wordmark can be an actual word (e.g., Apple), a made-up term that reads like a word (e.g., iPhone), or an acronym, initialism, or series of letters (e.g., IBM). In some jurisdictions a wordmark may be trademarked, giving it legal distinction, and potentially additional protection of any artistic presentation.

Comparison with logos

Brands & Companies

Coca-Cola's logo features both a distinctive text composition and distinctive graphic design.

Wordmarks and logos are the two most common types of brand marks. ^[3] Either may be trademarked. Wordmarks, by definition, always contain the name of the product or company, such as Disney, Simoniz, and FedEx, whereas a logo, such as Coca-Cola's, may be both, or, as in Nike, Shell Oil, and Starbucks, a textless image. ^[4]

A wordmark logo (also called a lettermark or a lettermark logo) is a type of logo, not a type of wordmark, which consists of just text set in a particular style, such as a typeface or color, without other graphical features. ^[5] For example, the SONY logo contains only the name in uppercase, set in a particular typeface. ^[6] In some cases, such as Disney's logo, a custom or proprietary typeface is used. ^[7]

Cities

Kilgore city's wordmark showing all cities alike benefit from Branding

Word marks can function effectively as identifiers for cities, similar to their use for brands and companies. A unique typographic representation of a city’s name can help establish its identity and foster community pride. Such word marks can reflect a city’s character, culture, and history, making it more recognizable to residents and visitors. They can be utilized in various contexts, such as on signage, promotional materials, or public spaces, contributing to a cohesive urban identity. Overall, word marks for cities provide a straightforward way to enhance visibility and create a sense of place without overtly promoting a specific agenda. ^[10]

Trademarking

In many jurisdictions, such as the United States and European Union, ^[11] a qualifying wordmark may be registered as a trademark, making it a protected intellectual property. ^[12]

Unlike names and logos, trademarked wordmarks are generally not case-sensitive^{[ citation needed ]} and are listed in uppercase by trademark registrars such as the United States Patent and Trademark Office,^{[ citation needed ]} even if they are always cased in a certain way by the owner; this gives the trademark holder rights no matter how the wordmark is presented.^{[ citation needed ]} Some examples are shown in the sidebar.

In the United States, the legal term "word mark"^{[ clarify ]} refers only to the text, not to any graphical representation. ^[12]

Copyrighting

In most cases, wordmarks cannot be copyrighted, as they do not reach the threshold of originality. ^[13]

See also

• Slogan
• Place Branding
• Logo

References

1. "Are Trademarks Case-Sensitive?". TM Kings. Retrieved 8 February 2025.
2. Standard Character Set - United States Patent and Trademark Office
3. "Types of logos: famous lettermarks, wordmarks and pictorial marks". Jessica Jones Design. Retrieved 8 February 2025.
4. "Wordmark Logo Design: A Beginners Guide (With Examples)". Looka. Retrieved 8 February 2025.
5. "Understanding Text-based Logos (Wordmarks): Definition, Uses, Pros, and Cons". Designofly. Retrieved 8 February 2025.
6. "Wordmark logos 101: Why and when to use them". Dribbble. Retrieved 8 February 2025.
7. "Wordmark Logo Design: Top Tips & Examples". Rabbit. Retrieved 8 February 2025.
8. Kotler, Philip; Haider, Donald; Rein, Irvin J. (1993). Marketing Places: Attracting Investment, Industry and Tourism to Cities, States, and Nations. New York: Free Press.
9. Saunders, Pete (21 March 2018). "The Value Of City Branding". Forbes. Retrieved 11 February 2025.
10. Kladou, Stella; Kavaratzis, Mihalis; Rigopoulou, Irini; Salonika, Eleftheria (2017). "The role of brand elements in destination branding". Journal of Destination Marketing & Management. 6 (4): 426–435. doi:10.1016/j.jdmm.2016.06.011.
11. "Trade mark definition". Office for Harmonization in the Internal Market. Archived from the original on 29 March 2015. Retrieved 10 March 2015.
12. Harris, Daren (26 May 2023). "Word Mark vs. Design Mark". Northwest Registered Agent.
13. Wolfe, Zach (12 April 2021). "The originality requirement in copyright law". Five Minute Law.

Further reading

• Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. Wiley: 2006. ISBN   978-0-471-74684-3.