Logos come in all shapes, sizes, and formats. Use this quick guide to master logo terminology and learn about the most common logo forms.
Wordmark logo
A wordmark is the custom design of a brand name. It includes the exact typeface, color, letter spacing, and arrangement of a word. The whole design is wrapped up in the typography, the nuanced handling of the letters only without additional symbols or graphics. Wordmarks can also be called logotypes, emphasis on type.
The benefit of a wordmark is that it features the full name of your company or organization so it cultivates clear brand recognition. This can be especially important for small businesses and nonprofit organizations that haven’t yet built a large following. But using a wordmark as your primary logo can be difficult if you have a particularly long or difficult to pronounce business name.
Brandmark logo
A brandmark is a symbol that represents a brand without the accompanying name. The world’s most recognizable companies use brandmarks because they’re so well-known that a symbol is sufficient. You don’t need to read a company name of the back of your Mac to know it’s an Apple product. That oh-so-sleek nibbled fruit tells you all you need to know.
Brandmarks, also called iconic logos or logomarks, are useful for small business, too. Sometimes space just isn’t available for your full wordmark. Brandmarks are also useful for internal communications or when you want to be subtler with your branding. Many companies use a brandmark as one part of a greater logo family.
Lettermark logo
A lettermark is like a logo’s monogram. It’s the design of a brand’s initials only. Sports teams often use lettermarks as part of their greater branding systems. Think of the Yankees and the classic NY on their hats. Universities are referred to by their initials more often than their full names, so these institutions also need a recognizable lettermark.
A lettermark can be useful if you have a long name or are more commonly known as an acronym. International House of Pancakes is quite a mouthful when you’re discussing where to grab stuffed French toast at 2 a.m. By using a lettermark logo, the 24-hour breakfast chain found a place in our hearts and bellies as IHOP. Most people don’t know HBO stands for “Home Box Office,” so it would be silly for the movie channel to use that full name in its primary logo.
Logo lockup
While a wordmarks, brandmarks, and lettermarks can operate separately, they can also appear “locked together” as a lockup. This is the exact arrangement of the individual pieces to create a new whole. Lockups can also be made from a main logo and a department name or a logo and slogan.
Businesses often use a lockup, sometimes called a combination logo, as their primary identifying mark. The trick is to find the best combination of visual appeal and clear communication while meeting the restrictions of any specific application.
What type of logo do I need?
Deciding on a logo format is all about the application. Will you be printing your logo on bumper stickers? Creating billboards? Starting a viral marketing campaign? Do you need to communicate more with external customers or internal employees and volunteers? You may need a collection of wordmark, brandmark, lettermark, and various lockups to meet your needs.
Have you heard some confusing logo terminology? Are you unsure about which type of logo you need? Leave a comment and we’ll help bring some clarity.
Great article, a lot of detail you won’t find somewhere else. Thanks a bunch!
I have been working with multiple artists, and none of them mentioned these terms. this helped me immensely in even deciding which one was more important to design first.
Great Work…!! You explain the terminologies very well.
Thank you! I’m glad the post was helpful.
It’s not always easy to simplify some information for people to understand. I’m glad the material provided was easy for you to follow and that it may have helped in clarifying some aspects
Nice post about the logo design.. I am also thinking to learn the logo design..
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Your tips for logo design are awesome help me to create the beautiful logo for my blog..
Great article, very useful for clients or beginners in the industry (and even for non-native speakers in the agencies, who meet the terms for the first time).
If I may, I would suggest that, while it is true that a logo is very functional and one must take into account the usage to decide upon the needed form, it is also a matter of how new a brand is. While you can have get to use only (or predominantly) a brandmark for brands such as Shell or Nike, for instance, it is not advisable to do that with a new brand, irrespective of how beautiful the design is.
In this case, while a full branding book should be developed, with all the versions that may be used, the book should be an appendix to a proper communication strategy and plan, where the milestones in the usage of the types of logos should be included.
By that I mean a brand needs to meet certain awareness objectives in order to start intensively using very symbolic logos. Honestly, one of the most disappointing feedbacks for a client (and a good agency) is: „Oh, beautiful blue bird, yes, I remember it. Sorry, no idea what it stands for.”
Vilma, Thank you for your thoughtful comment. We completely agree that until brand awareness is well established a brandmark should not be the primary logo in use. They can be a helpful additional format, perhaps for internal use where the audience is entirely aware of who is being represented. We also agree that brand standards/a brand book should include a clear system of when and where each logo format should be used. Thanks again for reading and commenting!
Hey @Admin,
Very Informative and great post about “Logo Terminology in Depth”. love to share with others.