In short
A wordmark is the company name set in distinctive type; a logo mark is a symbol that stands for the brand without the name. New and small businesses should lead with a wordmark, because nobody yet associates a symbol with them and the name has to do the work. Most brands end up needing a small system: a wordmark, a mark that can stand alone at tiny sizes such as favicons and app icons, and lockups that combine them. Decide by where the logo will actually appear and how well the name is already known.
The three kinds
A wordmark is the name, typeset with care. Google, Coca-Cola, FedEx. Its strength is that it teaches the name every time it is seen. Its limit is that it needs width and does not reduce to a square.
A logo mark is a symbol without words. The Apple apple, the Nike swoosh, the Twitter bird in its day. Its strength is that it fits anywhere and can become iconic. Its weakness is that it means nothing until people have learned it, which takes years and money.
A combination mark or lockup pairs the two. Most brands use one for most purposes, and split the elements apart for specific placements.
There are also lettermarks, monograms made from initials, which behave like marks but carry a hint of the name; IBM, HBO, and most law firms.
The recognition problem
A symbol works because of association. People see the swoosh and think Nike because they have seen the two together thousands of times. A new business has no such history. A beautiful abstract mark on the door of a company nobody has heard of communicates "a company", and nothing else.
This is the case for leading with a wordmark, or a lockup that keeps the name prominent, for any business that is not already widely known. The name is the asset; the identity's first job is to make it recognisable and memorable. The mark can be introduced alongside and allowed to earn its independence over time, which is how most famous marks got there.
Why you usually need both anyway
The places a logo appears have very different shapes:
| Placement | Shape | What works |
|---|---|---|
| Website header, letterhead, signage | Wide | Wordmark or horizontal lockup |
| Favicon, app icon, social avatar | Tiny square | Mark or lettermark only |
| Social cover, presentation title | Wide, large | Lockup |
| Embroidery, stamps, product tags | Small, low detail | Simplified mark or wordmark |
| Sponsorship, co-branding | Variable, alongside others | Whichever is most legible at the given size |
A wordmark alone fails at the favicon. A mark alone fails at the door of a new business. A single fixed lockup fails at half of these. The practical answer for most companies is a small system: a primary lockup, a wordmark on its own, a mark that works at 16 pixels, and rules for when each is used. This is what a competent identity project delivers, and it is why "just a logo" is rarely what a business actually needs.
Questions that settle it
How well known is the name? Unknown: wordmark leads. Widely recognised: a mark can carry more weight.
Is the name short and distinctive? Short, unusual names make strong wordmarks. Long or generic names may need a mark to be memorable, and may need a rethink before any logo is drawn.
Where will it appear most? Mostly on a screen in a header: wordmark. Mostly as an app icon or on products: mark matters more.
Will it live next to other logos? Partner pages and sponsorship walls reward simple, bold marks that read at small sizes.
Is there an obvious symbol? If the name or the business suggests a shape that is not a cliché, a mark may be worth it. If the only options are a swoosh, a globe, a leaf or an abstract swirl, the mark will add nothing and should probably be a lettermark or omitted.
Does the business plan to be known by initials? Then a lettermark is the mark, and it should be designed as one from the start.
What good looks like at each level
A wordmark should be recognisable from its silhouette, survive being set very small, and not depend on a colour. Custom letterforms or a carefully modified typeface help; an unmodified free font is a wordmark anyone else can have.
A mark should be simple enough to draw from memory, distinct from competitors' at a glance, work in one colour, and hold up at 16 pixels. Detail that disappears at small sizes was never really there.
A lockup should have fixed spacing and proportions, provided in horizontal and stacked versions, with clear-space rules so the elements are never crowded.
The mistakes
Commissioning an elaborate mark for a company nobody knows and using it everywhere without the name. Choosing a generic symbol because every competitor has one. Having only a wide lockup and squashing it into a square avatar. Letting each designer draw their own arrangement, so the brand has six logos. And revising the logo often, which throws away whatever recognition had accrued.
The short answer
Lead with the name until the name is known. Build a mark that can stand alone at small sizes, and let it earn its independence. Document the system so everyone uses the same one. If you are deciding this for a new business, book a call; the answer usually follows from where the logo will actually be seen.
Common questions
What is the difference between a logo and a wordmark?
A wordmark is a logo made of the company name in distinctive type. 'Logo' is the broader term covering wordmarks, symbol-only marks, lettermarks and combinations. When people contrast the two, they usually mean a symbol-only mark versus a typeset name.
Should a new business have a logo symbol or just a wordmark?
Lead with a wordmark or a lockup where the name is prominent. A symbol only means something once people have learned to associate it with the brand, which a new business has not yet earned. Introduce a simple mark alongside for small placements such as favicons and app icons, and let it stand alone as recognition grows.
What is a lettermark?
A logo made from the company's initials, such as IBM or HBO. It behaves like a symbol, fitting small square spaces, while still hinting at the name. It suits businesses with long names, businesses known by their initials, and professional firms; it needs distinctive letterforms to avoid looking like every other monogram.
Do I need different versions of my logo?
Almost always. Headers and signage need a wide wordmark or lockup; favicons, app icons and social avatars need a square mark; some placements need a single-colour or reversed version. A small system with a primary lockup, a standalone wordmark, a standalone mark and usage rules covers this and keeps the brand consistent.
Can a wordmark work as an app icon or favicon?
Rarely; a full name becomes unreadable at 16 to 64 pixels. Most brands use a mark, a lettermark, or the first letter of the wordmark in a square for those placements. Designing that small version as part of the identity, rather than cropping the wordmark later, is what makes it look intentional.
