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 name that reads like a word (e.g., iPhone), or an acronym, initialism, or a series of letters (e.g., IBM). In some jurisdictions they may be trademarked, giving them legal distinction, and potentially additional protection of their artistic presentation.

Trademarking

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

Unlike names and logos, trademarked wordmarks are generally not case-sensitive and are listed in uppercase by trademark registrars such as the United States Patent and Trademark Office, 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. Some examples are shown in the sidebar.

In the United States, the legal term "word mark" refers only to the text, not to any graphical representation.

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

Comparison with logos

Wordmarks and logos are the two most common types of brand marks. 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 Shell Oil and Starbuckss, a textless image.

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. For example, the SONY logo contains only the name in uppercase, set in a particular typeface. In some cases, such as Disney's logo, a custom or proprietary typeface is used.

See also

• Slogan
• Trademark

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.