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The most
widely used of all logo
types, the wordmark focuses
on text and typeface but can
incorporate other elements
as well. A wordmark may be
best suited for companies
whose name effectively
describes what they do
(Office Max, Home Depot).
Without graphical elements
to convey that message, a
literal interpretation of
the words is often
necessary. (For example, we
know that Gilmore and Rey
are accountants because the
logo literally tells us
so.).
A
wordmark is often text only
with unique typographic
treatments (Microsoft,
Sears, Yahoo). Most often
however, the company name is
incorporated together with
simple graphic elements to
create a clean and simple
identity.
The
representation of the word
essentially becomes a symbol
of the company.
Choose a wordmark when:
-
Communication funds are
limited and should be
focused on name
recognition.
-
Your name is
reasonably distinctive
but not (yet) a
household word.
-
You want to associate
products or subsidiaries
with the parent more
clearly and directly
than a symbol permits.
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