Graphic Design: The Wordmark

Within the wordmark there can be a multitude of variations and styles. Fonts variations play a huge part in the ability to individualize logos with a similar font type. Typography is king when it comes to the base of what a Wordmark logo is comprised of. Knowing how and when you use it is crucial. The type of font selected says a lot about a brand presentation. Serif fonts carry a certain feel while san serif fonts tend to present a different look even with the same wording. The same can be said when script fonts are used. There could be a clean-lined handwritten font that will give an elegant look while rough lines will present a grunge like feel.

Color, kerning, case choice, letter spacing, weight and typeface are just a few of the parameters that can be adjusted to change the presentation. Sometimes simplicity is best and less is truly more so in these instance you will see a stylized font set as a logo representation.

There are many instances where the font type is not by selection of an actual font but a custom scripted or designed font or word type. These brands have had Wordmarks custom illustrated for the brand. This helps tremendously in in building brand recognition since the Wordmark “style” is unique to the brand.

Variations of font types can be stylized in many ways. Designers can use simple type and use many different design techniques that play into the presentation of a brand. Great examples will use negative space to make up some of the lettering or maybe incorporate subtle subliminal messages.

A great example of this messaging incorporated into the logo is Amazon. In the case of this corporate giant, the message was to have everything in stock from A to Z. You can cleary see this message on the face of this logo.

 

Another Great example is Fed Ex. Within the negative space of the FedEx logo you can clearly see an arrow between the capital E and the x, emphasizing delivery.

There are tons of examples out there of companies practicing this design strategy. This can be a very powerful delivery of a message of a brand when executed properly.

With Graphic Design in Melbourne FL and by following this information, you can also be on the right track to attracting your customers and becoming memorable. At The AD Leaf, we can create any design that any company would be proud of. For more information about our graphic design in Melbourne FL solutions, contact us today at info@theadleaf.com or give us a call at 321-255-0900.