The language of logo design

I’ve included the following information to enable clearer communication regarding brand marks - do you have a preference?


A wordmark, word mark or logotype is usually a distinct text-only typographic treatment of the name of a company, institution, or product name used for purposes of identification and branding. The representation of the word becomes a visual symbol of the organization or product.


Letterforms use one or more letters to create a unique significant mark to represent a company name. In many cases, these letterforms are so stylized they can be used alone as the brand mark - without the need for any other text.

Pictorial Mark

A pictorial mark is a graphic icon, a literal image used to represent a brand. A successful mark is instantly recognisable when used on its own, Apple and Twitter are both excellent examples of this.


An emblem is a brand mark that links a pictorial mark with the company name into a single recognisable image.


Alina Wheeler, in her essential branding bible, ‘Designing Brand Identity’ describes this type of mark as ‘A symbol that conveys a big idea, and often embodies strategic ambiguity.’

Further Information

If you are in the market for a new logo/brand mark I’ve compiled another article here on brand mark/logo design cost to give you an idea of my prices.

Can I help?

Are you looking for a new or updated brand mark for your business?