Wordmark

For the computer hardware term, seeWord mark (computer hardware).

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

Trademarking

In manyjurisdictions,such as theUnited StatesandEuropean Union,a qualifying wordmark may be registered as atrademark,making it a protectedintellectual property.

Unlike names andlogos,trademarked wordmarks are generally not case-sensitiveand are listed in uppercase by trademark registrars such as theUnited 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.

Copyrighting

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

Comparison with logos

Coca-Cola's logo features both a distinctive text composition and distinctive graphic design

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 asDisney,Simoniz,andFedEx,whereas a logo, such asCoca-Cola's, may be both, or, as inNike,Shell Oil,andStarbucks', 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, theSONYlogo 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

Further reading

• Wheeler, Alina.Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands.Wiley: 2006.ISBN978-0-471-74684-3.