← DictionaryWordmark
also called logotype
A logo built from the business name set in custom or deliberately chosen type.
Your name as the logo.
What It Is
In the BWH map, Wordmark lives under Brand — Identity. The canonical meaning is a logo built from the business name set in custom or deliberately chosen type.
It is a label with a settled working definition, so the value is in using it the same way every time. Keep it that plain and it will still be true in twelve months.
How It's Used
Wordmark earns its keep in positioning conversations, identity decisions and the language a business commits to. It is usually discussed together with Logo, Monogram and Typography. The practical test is whether everyone in the room means the same thing by it.
Why It Matters
The cost of being vague about Wordmark shows up later, not today. When it is unclear, every later choice about message, design and channel is made on sand. It is worth pinning down before anyone builds on top of it.
Think of it as a name on a box. Open the box and this is what is inside: Your name as the logo.
Termshift™
How the meaning shifts depending on who is using it, and where.
Practitioners use Wordmark as shorthand and expect no explanation — a logo built from the business name set in custom or deliberately chosen type.
Outside the industry, most people would just say: your name as the logo.
The Bottom Line
Keep Wordmark plain: your name as the logo. That is the version that holds up in a real project.