Wordmark

A wordmark is a logo made from the company's name set in a distinctive typeface, rather than a separate symbol. Think Google or FedEx — the name itself is the mark.

A wordmark is a logo built from the company’s name itself, set in a distinctive, often custom typeface — no separate icon required. Google, FedEx, and Sony are wordmarks: the name, drawn carefully, is the whole mark.

For a young company a wordmark often does more work than a symbol. A brand-new icon means nothing until people have seen it a thousand times, whereas a well-set name is legible and memorable from day one. The craft is in the details — the exact letterforms, spacing, and the one or two small adjustments that make it feel deliberate rather than just a font typed out.

It’s one of the core pieces we design in the identity phase, alongside any symbol, colour, and typography.

Quick recall

What is a wordmark? A logo made from the company name in a distinctive typeface, with no separate symbol.

Wordmark vs logo symbol? A wordmark is legible from day one; a new symbol means nothing until it’s widely recognised.

What makes one good? Custom letterforms, careful spacing, and small deliberate adjustments — not just a name in a stock font.