serifs).īeyond these two broad categories, there’s a vast range of font groupings.
The first question when choosing a font family is usually: sans-serif or serif? Sans-serif is on the modern side with no strokes on characters serif is a more traditional choice with strokes on each character (a.k.a. To start the process of choosing a typeface, think of a few adjectives to describe your business, such as “helpful” and “environment-focused.” Then start looking at font families and typefaces to see if they fit with those adjectives. On the other hand, an all-caps serif typeface wouldn’t work for a children’s summer camp or music school that’s all about fun, community, and learning. As Michael Evamy writes in his book Logo, “Words carry meaning typefaces convey character.”Ī script typeface won’t make sense if you’re running a life insurance company because it doesn’t convey the seriousness or trust factor of the service you’re providing. Find the right typefaceīecause wordmarks are built using only letters, choosing a typeface that communicates your brand personality is critical. Read on for a few tips and ideas for creating a wordmark that stands out. A strong wordmark doesn’t need other elements competing with it or taking away from its impact. You want to use a bright, distinctive color or typeface in your logo.A wordmark logo is easier to integrate across multiple platforms because you don’t have to worry about the legibility of a symbol or the real estate it takes up - and you don’t have to worry about multiple variations. You’re planning to use your logo across many different mediums, or on top of images and different backgrounds.
If your business name is longer or contains multiple words, consider a monogram or lettermark (think HBO or IBM). A wordmark helps establish name recognition, a must in the startup world. You have a short, distinctive business name - one word is ideal.Here are strong cases for choosing this type of logo: Still, Paget adds, a well-designed wordmark is the ideal solution for some businesses. “A symbol can also have more perceived value to a non-designer, as it feels like more time and energy went into the design.” Because of that, I feel that business owners expect a logo to include a symbol,” says Paget. “A lot of the most popular companies have logos that include a symbol, such as Nike, Apple, or McDonald’s. And when you’re starting a business, you may need help communicating what you offer, which is difficult without the visual aid of a symbol. You don’t want your logo to be boring or forgettable. While many designers favor wordmarks (also called logotypes) and consider them the most “pure” form of a logo, creating a wordmark when you’re not a designer can be intimidating. Paget says that if you understand your target audience, you can take advantage of these cultural and visual associations to communicate specific messages through the use of font and color in your logo.
“For example, if I asked anyone to choose an appropriate font for the word ‘Army,’ most of us will picture a heavy stencil typeface, and we would most likely color it in dark green, too.” “When we’re born, letters and fonts are just shapes, but as we grow we begin to associate the shapes to words, and the design and style of those words to specific objects and organizations,” says Ian Paget, a U.K.-based graphic designer and founder of Logo Geek. In these cases, the words have become the visual landmark of the brand. Because of the simplicity of these logos, typography and spacing are extra important.Įxamples of famous wordmark logos include Google, Coca-Cola, and Calvin Klein. Wordmark logos are also called “logotypes,” and can include monogram variations for smaller spaces like social media profiles and favicons. What is a wordmark? It’s a type of logo design that includes only the company name - no symbols, mascots, or badges. The type-only look is a popular (and timeless) choice across industries, especially tech, media, fashion, and food. Wordmark logo design is all about keeping it simple.
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