TYPOGRAPHY

19 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.

A typographic logo opens up more possibilities than an illustrative symbol. And it’s closing fewer doors around the globe for U.S. companies as English has established itself as the language of international business. In a world that’s rapidly filling up with symbols (Don’t believe it? Check out your computer desktop), a word mark can look very clean, professional, and classic.

1. Caviar Productions
LOOVVOOL
Hannes Unt

2. Niemierko
Bunch
Denis Kovac

3. Fujiken Setsu
Christopher Dina
Christopher Dina, Yukari Dina, Katsumasa Sekine

4. Graceland
Ryan Fitzgibbon

5. altreforme
jekyll & hyde
Marco molteni, Margherita monguzzi, Gaia daverio

6. Live Historic
Partly Sunny
Pat Snavely, Victoria Medgyesi, Daniel Sheehan

7. House of Cards
Pentagram
Domenic Lippa

8. A&E
hopperhewitt
Marcus Hewitt, Susan Hewitt

9. Heath Ceramics
Volume Inc.
Adam Brodsley, Eric Heiman

10. Grand Rapids Art Museum
People Design

11. Romeo
Pentagram
John Rushworth, Sophie Towler, Julian Anderson, Richard Bryant, David Gibbs

12. George at ASDA
Checkland Kindleysides

13. One Fine Art Gallery
50,000feet

14. Humanity
MINE™
Christopher Simmons, Tim Belonax

15. Goodcity
samatamason
Greg Samata, Billie Knipfer

16. Nobli Pasticceria
Cacao Design
Mauro Pastore, Masa Magnoni, Alessandro Floridia, Laura Mangano

Monograms can be inspired by a traditional monogram, varsity letter, or family crest.

Word marks that employ straight type express the character of a brand in subtle ways.