Typography

Member lesson

Logotypes and wordmarks

Lesson 31 of 34 in Typography.

Wordmark Logo Design: A Quick Course for Beginners · Arek Dvornechuck
Lesson

A wordmark is the company name drawn once, resolved, and then used as artwork. The distinction from typing the name in a typeface is real: a wordmark has had every pair of letters fitted, has often had individual characters redrawn, and does not change if a font licence lapses.

every gap set by eyetwo letters redrawna logotype is drawing, not typing
A wordmark with letterspacing opened and two letters redrawn to fit.
A designer at a drafting table pencils over five large letter shapes on tracing paper, with small marks between each pair.
A designer redraws a short name on tracing paper, adjusting every gap and curve. A wordmark is drawn once and fitted by hand, rather than typed out in a font.
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  1. Question 1, locked

    Which of these words means this? “The name drawn as a fixed piece of artwork rather than set in a font.”

    • Rasterisation
    • Logotype
    • Registered axis
    • Instance
  2. Question 2, locked

    Which of these words means this? “Adjusting the spacing between every pair until the word reads as one object.”

    • Structural contrast
    • Fitting
    • Superfamily
    • Entry point
  3. Question 3, locked

    Which of these words means this? “The difference between a wordmark and a company name typed in a typeface.”

    • cpl
    • River
    • Justification
    • Drawn, not set

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