What really distinguishes a word mark logo design from a font? At times, not too much by any means.
You might think that extremely rich companies like LinkenIn and Youtube, or famous brands like Giorgio Armani, would have invested in entirely customized lettering for their logo designs. In fact, this is not the case (at all times).
Establishing a word mark on a previously existing font is a general practice regardless of how high-profile your customer is. As you’ll see below, there are the little differences that count. Adjusted kerning, lengthened ascenders and other such seemingly minor adjustments can transform an ordinary font into the keystone of a recognizable brand mark. Let’s check it out:
Linkedin uses a boldface version of Myriad Pro, on tightened kerning.
Not much alteration to YouTube’s base font, i-e., Alternate Gothic No. 2. There is a greater length between both words that separates them and, obviously, there is a clearly visible box enclosing the word “Tube”
Self-styled modern serifs, which are differentiated by the conjunction of thin and thick lines, have long been a seal of luxury branding. Giorgio Armani employs one of the most renowned modern serifs, Didot LT. The letters in the word “Armani” have all been connected, as the kerning is tighter.
Vimeo’s logo design is closely established on a font known as “Black Rose”. On the whole, the script has just been squished a bit closer together, integrating the “v” to “i” and leaving less space among the “m,” “e” and “o.”