Join Sean Adams for an in-depth discussion in this video Wordmarks, part of Foundations of Branding for Designers.
- There are many words used to describe a logo -…wordmark, icon, symbol, signature,…ID, brandmark, trademark,…and probably more that I haven't heard.…I can't keep track of all the new ways to call it,…so I stay with the basics -…wordmark, monogram, icon, and logo.…Let's begin with a wordmark.…A wordmark is just that, a word that is a mark.…It's the company name typeset in a proprietary way…and used consistently.…
Some of the most successful brands…in history use a wordmark,…such as Ford, Saks Fifth Avenue, and Facebook.…The upside of a wordmark is that it is easy to identify.…I can read the name and know who the company is.…I don't need to decipher a symbol…or remember a special icon.…The downside is that it relies on reading.…It may not be easily understood in other languages,…like Chinese or Arabic.…Some wordmarks, like Coca-Cola,…transcend this problem,…but that's taken over a hundred years…and billions of dollars…to be recognized globally…simply by the shape of the letter forms and the color.…
Another issue with a wordmark is the tendency…
- The history of branding (pre- and post-1950)
- The elements of branding
- Conducting research
- Solving problems and presenting solutions
- Creating logos and identity systems
- Building a visual system with color, typography, and more
- Communicating branding with manuals and vision books
Skill Level Beginner
3. Strategy 101
6. Visual System
Next steps1m 48s
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