TYPOGRAPHY19 Monograms and Word Marks

Monograms and word marks rely on words (typically the initials or name of the organization) rather than pictures to represent an organization graphically, although lots of typographic games blur this line. Context and circumstances should guide decisions about whether or not to use a typographic logo.

When the goal is a mark that’s clear and straightforward, type may be best. Of course, that goes out the window if the competitors have all done the same thing. See? Context.

For most organizations, word marks or monograms don’t ask the viewer to interpret much. That’s not true for organizations with unusual names. The Google word mark challenges customers on a different level than the word mark for Heath Ceramics. ...

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