Wordmark

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 , giving it legal distinction, and potentially additional protection of any artistic presentation.

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Comparison with logos

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Companies Wordmarks and logos are the two most common types of brand marks.

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.

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Cities 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.

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Countries Countries also employ wordmarks as a critical component of their nation branding strategies. These text‐based representations of a country’s name are crafted to evoke specific perceptions and promote a unified national identity on the global stage.

For example, countries might deploy a distinct wordmark in tourism campaigns, official government communications, or international trade initiatives to differentiate themselves and convey attributes such as innovation, cultural richness, or stability.

The design of a country’s wordmark—including its typeface treatment, letterspacing, and color palette—is carefully considered to resonate with target audiences and align with the nation’s strategic objectives.

These wordmarks can be officially registered and protected—much like corporate trademarks—to prevent unauthorized use and maintain the integrity of the national brand.

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