| Wordmark Examples |
|---|
| APPLE |
| COCA-COLA |
| DISNEY |
| FEDEX |
| IBM |
| IPHONE |
| MICROSOFT |
| KITKAT |
| ESPN |
| Note: Trademarked wordmarks are generally not case-sensitive and are listed in uppercase by trademark registrars.[1][2] |
Awordmark orword mark is a text-only statement of the name of a product, service, company, organization, or institution which is used for purposes of identification and branding. A wordmark can be an actual word (e.g., Apple), a made-up term that reads like a word (e.g., iPhone), or an acronym, initialism, or series of letters (e.g., IBM). In some jurisdictions a wordmark may betrademarked, giving it legal distinction, and potentially additional protection of any artistic presentation.
Wordmarks and logos are the two most common types of brand marks.[3] Either may be trademarked. Wordmarks, by definition, always contain the name of the product or company, such as Disney, Simoniz, and FedEx, whereas a logo, such as Coca-Cola's, may be both, or, as in Nike, Shell Oil, and Starbucks, a textless image.[4]
A wordmark logo (also called a lettermark or a lettermark logo) is a type of logo, not a type of wordmark, which consists of just text set in a particular style, such as a typeface or color, without other graphical features.[5] For example, the SONY logo contains only the name in uppercase, set in a particular typeface.[6] In some cases, such as Disney's logo, a custom or proprietary typeface is used.[7]
Word marks can function effectively as identifiers for cities, similar to their use for brands and companies. A unique typographic representation of a city’s name can help establish its identity and foster community pride. Such word marks can reflect a city’s character, culture, and history, making it more recognizable to residents and visitors. They can be utilized in various contexts, such as on signage, promotional materials, or public spaces, contributing to a cohesive urban identity. Overall, word marks for cities provide a straightforward way to enhance visibility and create a sense of place without overtly promoting a specific agenda.[10]
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In manyjurisdictions, such as theUnited States andEuropean Union,[11] a qualifying wordmark may be registered as atrademark, making it a protectedintellectual property.[12]
Unlike names andlogos, trademarked wordmarks are generally not case-sensitive[citation needed] and are listed in uppercase by trademark registrars such as theUnited States Patent and Trademark Office,[citation needed] even if they are always cased in a certain way by the owner; this gives the trademark holder rights no matter how the wordmark is presented.[citation needed] Some examples are shown in the sidebar.
In the United States,the legal term "word mark"[clarify] refers only to the text, not to any graphical representation.[12]
In most cases, wordmarks cannot be copyrighted, as they do not reach thethreshold of originality.[13]
