A wordmark is a type of logo that only includes the company name. Rather than featuring any images or symbols, a wordmark features purely typography, however, it can feature tweaks and changes in the typography that can be used to make a wordmark stand out. This was something I was aware of but didn’t know the specific name or definition for it, but I can clearly see now what constitutes a word mark and I am going to explore it further.
To understand how to create a wordmark, I have to first understand the anatomy of a type. To do this, I took the name of the banking brand from Project 01 typed in my chosen typeface for the project and set about labelling all the identifiable parts of the type to help me learn the anatomy of type.
This was a really useful exercise and allowed me to fully realise the complexity and variety in the build-up of letterforms. It has also essentially let me know what I am able to utilise when I go to create a wordmark in the project. Overall this exercise is a good starting point for this week and will be really useful for the project going forward.
Character Modifications
The most common form of the wordmark, character modifications change part of a letter form to change or add meaning or imagery that helps convey the idea of the brand. One example of this technique being used well is the “Pirelli” wordmark. The usage of the elongated bowl of the “P” helps to create the look of a fast-moving object, as if the “P” is zooming across the other characters. It gives the wordmark a real speed and energy which is really effective and accompanied by the use of a bold, blocky sans-serif typeface, creates the idea of the brand representing strength and quality, both of which are values you would want to be associated with a tyre manufacture.
Kerning
Kerning is pretty commonly used to create wordmarks. This method varies the letter spacing to give new characteristics to the word. An example of this style of wordmark I really like is the FedEx wordmark. The extremely tight kerning used causes the “E” and the “x” to form an arrow, which represents the company's purpose as a delivery service. I think this is just a stroke of genius, especially as even without noticing the arrow, the wordmark still works with the tight kerning giving the wordmark a strong and structured appearance which helps build the image of reliability which a delivery service would want. I think by not having the arrow super obvious it helps cultivate the idea that FedEx is a major force in its industry, and makes the logo more efficient as it makes the wordmark feel effortless and thus makes it appear more appealing to its users.
Ligatures
Ligature wordmarks join two or more letterforms together to help represent the brand. The ExxonMobil wordmark uses a ligature between the two “x”s which creates a futuristic, almost fast-looking wordmark which works well at selling the brand. These ideas of speed and modernness are both something I would think ExxonMobil would want to be associated with their brand, as these ideas promote the idea that ExxonMobil is a current and forward-thinking brand, rather than the idea of a profit-driven oil giant that comes with being in that industry.
