Wordmark
A wordmark is a logo made from the brand's name set in distinctive lettering, with no separate symbol. It works best when the name is short, memorable and easy to read, and when the letterforms themselves carry the personality of the brand.
In practice
What it means when you are the one making the decision.
Wordmarks are common because they remove the question of what a symbol means: the name does the work. They need careful lettering, spacing and proportion, since there is nothing else to hide behind. A well-drawn wordmark can feel more confident than a generic symbol next to a name.
Many brands pair a wordmark with a small icon for places where space is tight, such as app icons and social avatars. The wordmark remains the main signature, and the icon is a shortcut that people learn to connect with it.
Example
A new law practice uses its surname in a refined serif as its wordmark, and a single letter from it as the icon for email and social profiles.
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