Wordmarks are basically compact versions of your own logo that convey everything about your business through stylized font design. These can be very useful if you want to have something more condensed to use in further marketing campaigns around the world. That’s because the name of your business is going to be there with graphical elements that manage to communicate what you do.
The question is, can you design a wordmark so it encapsulates everything you want to convey about your company? It’s not always easy to take everything and compress it into one simplified graphic. Nevertheless, with the proper fonts and creative use of integrated graphics, you might be able to communicate more than you think.
Using the Proper Font Style
99 Designs shows some examples of how stylized fonts can immediately provide a picture of what your business is. We see an architectural firm using a font style that resembles something designed by an architect. There’s also cursive fonts used for a bakery specializing in cakes to give the feeling of classiness we associate with similar companies.
These are just some examples of how fonts styles are going to paint an immediate picture of something positive for the viewer. It’s part of what went into your initial logo by using a quick associative quality that sticks in the mind whenever someone sees your logo again. Wordmarks can achieve that same association in conveying an immediate feeling once it becomes familiar.
Similarly, you can attract a particular demographic by first sight with a wordmark. Through various examples online, you can see how some vibrant fonts work for younger demographics and conservative fonts attract older eyes. With retro logos so popular, don’t be afraid to experiment with retro fonts in your wordmark if catering to those over 50.
Then you have the creative issue of incorporating graphics into your fonts so people can see an object that’s associative with your company.
How Do You Integrate an Object into Your Wordmark?
One of the most common methods used in wordmarks is integrating an object into one of the letters of your business title. If you have a letter in your business name that could easily be shaped into an object used in your company, you can create something more memorable. Just be sure it’s a simple object and not one overly complex. Vertical objects are usually the most eye-catching, because they can be incorporated into an “I” or a “T.”
Even an odd placement of a letter can tell someone everything they need to know about your company, whether the letter is out of alignment or backwards.
As with many creative visuals, simplicity or minimalism will be to your advantage. Don’t let people have to think too hard about what your business stands for in your wordmark, despite some examples out there perhaps creating a longer think. If you have to market your business around the world, the simpler your wordmark is for use in the smallest formats, the more it benefits you.