Now we've come to the part where we have to start thinking about how we will design the name on the front of the book. For this, so it is easy to understand and read we will be using a wordmark.
Word-marks are also sometimes referred to a logo-type because of the prominent use of type within them. Basically it is the name of the client, spelt out, letter by letter. It is considered by many as the easiest of all logos to design and it is certainly the most commonly used. However, or maybe because of this, many word-marks end up looking plain and unmemorable.
Just using a nice typeface will not do. Something needs to be added to the mark to give it some extra flair, some equity on the viewers eye. Great word-mark design incorporates some visuals inherent in the client’s product or service. Much like the picture-mark and letter-mark we must acknowledge and include symbols to make the word-mark more unforgettable while maintaining the words prominence.
----------
TYPEFACE
Firstly we need to select a typeface. As we know all typefaces have their own voice and thus have a certain tone that is associated with them. It is a matter of matching up a typeface with the values of your client’s brand, finding an interaction between the two.
For instance a law firm might be trying to portray a sense of professionalism and principle. Hence using a grungy graffiti based type will not do. Customers would react better to a classic type that speaks of quality and experience.
This interaction must incorporate everything the client does. How much they cost, their target market, their experience, even their future. For instance take these two businesses that just happened to do the same thing and be named the same - where do you think you’ll get a cheaper deal?
Which one would you trust to give better service?
If your client has a few names or a descriptor word(s) included (e.g. insurance, accounting, financial services etc.) you might want to put the descriptor in another typeface. Make sure you acknowledge the relationship between the two faces and how they interact. Look for the x heights, the ascenders, descenders and general width of the face and make sure they are similar or at least compliment each other.
Also take into account what the typeface looks like in CAPS. Capital letters traditionally are harder to read but the do create a good base line. That is why they are commonly used for the descriptor word(s). When the descriptor word is not integral to the communication it can be used in such a way to support the important information.
----------
ALIGNMENT
Names that have descriptors included or are just more than one word will need to acknowledge alignment. Balance should be taken into account in this case as well. If the words have a different amount of letters, which most will, you will need to think about how to align them in order to make it feel balanced.
Centre alignment is a safe option and will give you pure symmetry, something viewers feel very comfortable with. You might also try changing the size of the faces, the boldness, the colour or differing spacing between letters. All these options will give you different weighting and adjust the balance proportionately.
Of course you might not want the audience to feel comfortable and therefore go for a discordant balance (otherwise known as off-balance) where the name appears to be falling over due to a disproportionate weight on one side of the axis. Be aware though that this will make the audience feel uncomfortable and will have a direct impact on how they see the client.
-----------
SYMBOLISM
After you’ve worked all the above out you should start thinking about how you can add some symbolism to your word-mark. What attributes of your client can you add or express in your word?
From having done a similar thing with your picture-marks and letter-marks you should have a good understanding of what symbols revolve around your client. How can you incorporate them?
It could be an integral part of the letters by redrawing and modifying the letters or the symbol might act as a frame in which to hold the letters.
Lets look at some examples where the letters have been modified to incorporate an aspect of the client:
What about where the symbolism is used as a frame fro the letters:
