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. Examples can be found in the graphic identities of the Government of Canada, FedEx, and Microsoft. The organization name is incorporated as a simple graphic treatment to create a clear, visually memorable identity. The representation of the word becomes a visual symbol of the organization or product.
In the United States and European Union, a wordmark may be registered, making it a protected intellectual property.
In the United States, the legal term "word mark" refers not to the graphical representation but to only the text.
In most cases, wordmarks cannot be copyrighted, as they do not reach the threshold of originality.
The wordmark is one of several different types of logo, and is among the most common. It has the benefit of containing the brand name of the company as opposed to a textless brandmark, such as, for example, the Apple logo.
Wordmark logos are often confused with lettermark logos. Lettermark logos are made up of the initials of the brand name or business, while wordmarks contain the full name. Lettermarks are also text-only but they are shorter. Some examples of lettermark logos include: IBM, CNN, P&G, HBO, and LG logo.