Wordmark

Un logotipo textual, marca textual, marca denominativa o, más conocido por su nombre en inglés, wordmark, es el logotipo basado exclusivamente en el nombre escrito de la empresa, institución o nombre de producto, utilizado con fines de identificación y marca. El nombre de la organización se incorpora como un tratamiento gráfico simple para crear una identidad clara y visualmente memorable. La representación de la palabra se convierte en un símbolo visual de la organización o producto. El wordmark es la clase de logos más habitual, pero no la única; se opone al brandmark. Por ejemplo, el logo de Coca-Cola es un wordmark, mientras que los logos de Apple y Nike son brandmark. Asimismo, una variante de los logos wordmark son los logos lettermark. Ejemplos de lettermark son los logos de Facebook y Vimeo. Ambos son tratamientos tipográficos, pero los primeros incluyen el nombre completo de la marca, mientras que los segundos solamente se componen de las iniciales o siglas de la marca, de manera que son más cortos.

En los Estados Unidos y la Unión Europea,[1]​ se puede registrar una marca denominativa, lo que la convierte en una propiedad intelectual protegida. En los EE. UU., el término wordmark no se refiere a la representación gráfica sino únicamente al texto.[2]​ En la mayoría de los casos, las marcas denominativas no pueden tener derechos de autor, ya que no alcanzan el umbral de la originalidad.

Véase también

Lectura complementaria

  • McWade, John. Before and After Graphics for Business. Peachpit Press: 2005. ISBN 978-0-321-33415-2.
  • White, Alexander W. The Elements of Graphic Design: Space, Unity, Page Architecture, and Type. Allworth: 2002. ISBN 978-1-58115-250-0.
  • Wheeler, Alina. Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. Wiley: 2006. ISBN 978-0-471-74684-3.

Referencias

  1. «Trade mark definition». Office for Harmonization in the Internal Market. Archivado desde el original el 29 de marzo de 2015. Consultado el 10 de marzo de 2015. 
  2. «Glossary (w - x)». Guides. United States Patent and Trademark Office. 2007. Consultado el 23 de noviembre de 2007. 

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