Wordmark

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A wordmark or word mark is 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 be trademarked, giving it legal distinction, and potentially additional protection of any artistic presentation.

In many jurisdictions, such as the United States and European Union,^[1] a qualifying wordmark may be registered as a trademark, making it a protected intellectual property.^[2]

Unlike names and logos, trademarked wordmarks are generally not case-sensitive^{[citation needed]} and are listed in uppercase by trademark registrars such as the United States Patent and Trademark Office,^{[citation needed]} 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.^{[citation needed]} Some examples are shown in the sidebar.

In the United States, the legal term "word mark"^[clarify] refers only to the text, not to any graphical representation.^[2]

In most cases, wordmarks cannot be copyrighted, as they do not reach the threshold of originality.^[3]

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Wordmarks and logos are the two most common types of brand marks.^{[citation needed]} Either may be trademarked. Wordmarks, by definition, always contain the name of the product or company, such as Disney, Simoniz, and FedEx, whereas a logo, such as Coca-Cola's, may be both, or, as in Nike, Shell Oil, and Starbucks, a textless image.

A wordmark logo (also called a lettermark or a lettermark logo) is a type of logo, not a type of wordmark,^{[citation needed]} which consists of just text set in a particular style, such as a typeface or color, without other graphical features.^{[citation needed]} For example, the SONY logo 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.^{[citation needed]}

Word marks can function effectively as identifiers for cities, similar to their use for brands and companies. A unique typographic representation of a city’s name can help establish its identity and foster community pride. Such word marks can reflect a city’s character, culture, and history, making it more recognizable to residents and visitors. They can be utilized in various contexts, such as on signage, promotional materials, or public spaces, contributing to a cohesive urban identity. Overall, word marks for cities provide a straightforward way to enhance visibility and create a sense of place without overtly promoting a specific agenda.

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• Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. Wiley: 2006. ISBN 978-0-471-74684-3.

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