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
Wordmarks and logos are the two most common types of brand marks.1 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.2
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.3 For example, the SONY logo contains only the name in uppercase, set in a particular typeface.4 In some cases, such as Disney's logo, a custom or proprietary typeface is used.5
Trademarking
In many jurisdictions, such as the United States and European Union,6 a qualifying wordmark may be registered as a trademark, making it a protected intellectual property.7
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"[clarify] refers only to the text, not to any graphical representation.8
Copyrighting
In most cases, wordmarks cannot be copyrighted, as they do not reach the threshold of originality.9
Notes
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.
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References
"Types of logos: famous lettermarks, wordmarks and pictorial marks". Jessica Jones Design. Retrieved 8 February 2025. https://www.jessicajonesdesign.com/types-of-logos/ ↩
"Wordmark Logo Design: A Beginners Guide (With Examples)". Looka. Retrieved 8 February 2025. https://looka.com/blog/wordmark-logo-design/ ↩
"Understanding Text-based Logos (Wordmarks): Definition, Uses, Pros, and Cons". Designofly. Retrieved 8 February 2025. https://designofly.com/2024/08/30/understanding-text-based-logos-wordmarks-definition-uses-pros-and-cons/ ↩
"Wordmark logos 101: Why and when to use them". Dribbble. Retrieved 8 February 2025. https://dribbble.com/stories/2019/10/01/wordmark-logos-101-why-and-when-to-use-them ↩
"Wordmark Logo Design: Top Tips & Examples". Rabbit. Retrieved 8 February 2025. https://rabbitlogo.com/wordmark-logo-design-top-tips-examples/ ↩
"Trade mark definition". Office for Harmonization in the Internal Market. Archived from the original on 29 March 2015. Retrieved 10 March 2015. https://web.archive.org/web/20150329062320/https://oami.europa.eu/ohimportal/en/trade-mark-definition ↩
Harris, Daren (26 May 2023). "Word Mark vs. Design Mark". Northwest Registered Agent. https://www.northwestregisteredagent.com/trademark-service/word-mark-vs-design-mark ↩
Harris, Daren (26 May 2023). "Word Mark vs. Design Mark". Northwest Registered Agent. https://www.northwestregisteredagent.com/trademark-service/word-mark-vs-design-mark ↩
Wolfe, Zach (12 April 2021). "The originality requirement in copyright law". Five Minute Law. https://fiveminutelaw.com/2021/04/12/the-originality-requirement-in-copyright-law ↩