What a wordmark is
A wordmark is a logo made only of the business name. Many well-known brands use one, and it suits a new business because it teaches people the name every time they see it. It also costs less to get right than a symbol, since there's no picture to invent, only letters to set with care.
The wordmark above is a concept set for this site, with the guides we use while drawing. The pink dashed lines mark the cap height, the x-height and the descender; the dark line is the baseline.
How we build one
- We set your name in a short list of typefaces that fit the business, from plain sans serifs to serifs with more character.
- We pick two or three to develop and adjust the spacing between every pair of letters by eye, since default spacing is made for paragraphs, not logos.
- We change letter shapes where it helps: a shorter descender, a joined pair, a heavier stroke so the name holds up small.
- We test the result at small sizes, in one color, and reversed on dark.
Choosing the type
The typeface sets the tone before anyone reads the words. A geometric sans feels modern and direct. A serif feels more established or literary. A rounded face feels friendly. We pick from typefaces that can be licensed for logo use, and we tell you which one we used, so your web person can match it.
Long names need extra care. A name with twelve letters gets very small on a phone, so we may suggest a stacked version on two lines, or a short form for tight spaces.
What you get
| Version | Used for |
|---|---|
| Primary wordmark | Website header, invoices, signs, packaging |
| Stacked version (if the name is long) | Square spaces, shirts, social profiles |
| One-color and reversed | Stamps, vinyl, embroidery, dark backgrounds |
| File formats | SVG, PDF and EPS vectors, plus PNG at common sizes |
Text in the final files is converted to shapes, so the logo looks the same on any computer, whether or not the typeface is installed.
Questions
Do I need an icon as well?
Not always. If the logo mostly lives on signs, packaging and a website header, a wordmark can be enough. If you need an app icon or a square profile picture, a short version or a separate icon helps. See icons and symbols.
Can you use a free font?
Yes. Many good typefaces are free for commercial use, including logo use. We check the license either way and note it in the files.
Starting something new? Tell us the business name, what you sell and where the logo has to show up first. We reply with questions or a written quote.
Request a quote