A wordmark is a key component of any brand. They usually use some creative and unique typography, to impart a key part of the brand’s values or message. Wordmarks can become synonymous with a brand like Coca-Cola or Pirelli. There are many techniques to create wordmarks, some brands have completely unique and custom typefaces designed purely for their wordmark while others rely on modifying existing typefaces. Techniques such as: altering the type anatomy, using ligatures, use of negative and positive space and adjusting letter-spacing can all be used to great effect when creating word mark.
We started this week by looking deeper into typography and in particular the anatomy of a typeface. We learnt the key terms in describing the anatomy of a typeface such as: x-height, cap height, ascenders, descenders, serifs, crossbars and stems as well as many others. Below is an image from “Meet your Type” a PDF from Fontshop all about typography.
From this we were set the challenge of taking our own brand name, typing it out in one of our shortlisted typefaces from last week and labelling its anatomy. You can see my effort below:
Looking at a piece of type in this detail, really makes you appreciate all the little nuances involved in the design of each typeface. From this you can start to really see if a typeface fits your brand and conveys the meaning and values you want it to. You can also start to appreciate what modifications could be made to the typeface to create a wordmark. You could also look at using one typeface as the basis for creating a custom typeface.
Many brands have used wordmarks to great effect, and below are some of the different categories they can be split into, and some of the famous uses of each.
Lettermarks
Source (https://www.jessicajonesdesign.com/types-of-logos/) Last Accessed 15/02/23
Lettermarks are exactly as they are described they are made up of letters rather than full words, often initials for a brand with a much longer name. They can use many of the same techniques of altering the anatomy of the typeface to achieve a stylistic effect and impart meaning. For example JVC above, an electronics brand have went for a strong, solid logo, conveying reliability and quality. Whereas the V&A an art gallery and museum have removed parts of the letterform of the “A” to achieve an artistic and flowing look. Both are suited to their individual brand, but they are very different to each other.
Serif Wordmarks