Wordmarks

The Wordmark is based on the actual company or product name, and is conveyed literally by the typeface used in the design. A Wordmark is best suited for companies whose name/and or tagline effectively describes what they do.

Unique typographic treatments of the company name are incorporated together with simple graphic accents. When produced this way, the company name essentially becomes the symbol of the company.

Lettermarks

The Lettermark is very similar to a Wordmark with the exception that it does not incorporate the full company name.  Only the initials or abbreviations of the company name are used in the Lettermark . Monograms and anagrams are examples of Lettermarks. In this case, the graphic treatment of the letters themselves becomes symbols of the company.

Brandmarks

A Brandmark is a logotype which only uses strong graphic symbols to represent the company. Often times these are stylized or abstract deign elements that represent an idea by visual association. One the most successful recognized example of these is the Nike “Swoosh.”