Text logos that make a statement
Coca Cola
Coca Cola's timeless text logo has remained unchanged for over a century. Designed by Frank Mason Robinson, the custom Script typeface evokes feelings of nostalgia and happiness and is recognized around the world. While the company briefly abandoned its distinctive lettering with the introduction of “New Coke” in the 1980s, the product’s failure and brand backlash quickly taught Coca Cola to stick to the Script.
FedEx
The FedEx logo is a clever text logo with an arrow hidden in the negative space between the "E" and the "X." The "F" and "E" are capitalized to break up the two words that make up the company's name. If there’s one thing you can learn from FedEx’s stylized text it’s that letters can do far more than just spell out your company’s name. The right logo fonts and details can tell a whole story about your brand at a glance.
New York Times
The New York Times logo uses a Blackletter style calligraphy typeface that aligns with their age-old history and reputation. When the Times launched their online video hub, they altered the "T" to incorporate a digital play button. While this beautiful logo font might not be the most readable, the heritage it evokes succinctly communicates the century-and-a-half history behind this illustrious American publication.
Text logo design tips
Color
Because text logos lack the additional element of a symbol, color takes on a more important role in communicating your brand’s personality. Focus on finding font colors that speak to your target audience and fuel brand recognition. Your colors should bring out the best in your wordmark, complementing its shape while also effectively getting your message across.
Layout
The shape of your logo’s fonts and the length of your name will determine what layout works best. Companies with short names can get away with a single line of text, but those with multi-part names should consider stacking their text. If you have a long single-word name, opt for a rectangular layout for your logo’s text, to avoid losing any meaning by breaking up your name.
Typography
Your choice of typography can make or break your logo, so take extra care in deciding what you want your wordmark to look like. From Script to Sans-Serif, there are tons of typeface options to choose from. Look for fonts with interesting details to their letters, and whose silhouette suits the overall look of your brand. Most importantly, avoid logo fonts that resemble your competitors’ too closely.
Symbol
Now, you may be asking, “How can you include a symbol in a text-only logo?” The answer is simple: by using that symbol as one of your logo’s letters. Looka’s ‘symbol replace text’ feature allows you to swap a letter of your name for a symbol, so you can have a text-based logo while leveraging the shorthand of a symbol. Choose symbols that match your font’s style, to create a unified first impression.
Text logos are often seen in these industries:
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