Designing a Logotype or Wordmark: A Comprehensive Guide

Last Updated on October 28, 2023

A logotype, also referred to simply as a word mark, is a logo that comprises of only the brand’s name in (typically) stylized lettering. Like any logo, it is vital element of any brand’s identity. It serves as the visual representation of your business or organization, encapsulating its essence, values, and personality in a single, memorable mark. Designing a logotype is a creative process that involves careful consideration of various elements. In this comprehensive guide, we’ll take you through the steps to create a compelling and effective logotype, with an example of our own!

For the example in this blogpost, we have an Instagram account called @RtsyDesigns. Where my wife and I were to post creative projects we work on together. The first project was making a logotype, so we will detail the process in this post.

Step 0: Come up with a Unique Name

It is important that your business has a unique name so customers and users don’t get your business confused with another. It also helps to have a memorable name to help increase repeat customers. Below is a list of methods that can help name your business.

Methods for Naming Your Business

Brainstorm Keywords:

Start by listing keywords and phrases related to your business, products, or services. These could be descriptive words, industry-specific terms, or words that evoke the essence of your brand.

Combine Words:

Combine two or more relevant words to create a unique name. For example, “Tech” and “Savvy” could become “TechSavvy.” Another combination method is a Portmanteau, where you merge two words together to form a unique name. For instance, “Brunch” is a combination of “breakfast” and “lunch.” This method was used for

Use Your Own Name:

If you’re building a personal brand or providing services, consider using your own name. This can add a personal touch and authenticity.

Wordplay and Puns:

Play with words, puns, and clever combinations. A playful and memorable name can set you apart. For example, “Bread Pitt” for a bakery.


Create an acronym using the initials of your business or a memorable phrase. Make sure it’s easy to pronounce and remember.

Use Foreign Words:

Consider using words or phrases from other languages that convey the essence of your business. Just ensure they are easy to spell and pronounce.


The method that we used for RtsyDesigns was to use are names, which both start with “R” to be the center of our brand. The name was a play on “artsy” since this was a creative endeavor, but with a focus on our names. There was a brief thought that it would be rrtsy, but that lowered clarity, and frankly, it looked like pirate talk to us.

Step 1: Define Your Brand Identity

Before you even put pen to paper or pixel to screen, it’s crucial to have a clear understanding of your brand identity. Ask yourself these questions:

  • What is the core message or mission of your brand?
  • Who is your target audience?
  • What sets you apart from competitors?
  • What emotions or associations do you want your logo to evoke?

Gaining clarity on these aspects will provide you with a solid foundation to design a logotype that accurately represents your brand.


The brand identity for Rtsy was simple. Just a creative couple posting artwork and creative projects. We wanted a playful and expressive logo that is accessible for everyone.

Step 2: Research and Inspiration

Research is an integral part of the design process. Explore your industry, your competitors’ logos, and broader design trends to gain inspiration and insights. Take note of what works and what doesn’t. Keep in mind that while your logo should be unique, it should also fit within the context of your industry. I didn’t do this for Rtsy, due to it being non-competitive, since it was an art showcase page.

Step 3: Sketch and Brainstorm

Start with pen and paper or a digital sketching tool. Begin by jotting down ideas, rough sketches, and concepts that come to mind based on your research and brand identity. Don’t worry about perfection at this stage; the goal is to generate a range of ideas to explore further.


Through this brainstorming session, I found that I wanted a script logo. So I played with a few scripts until I landed on the brush script in the next section.

Step 4: Calligraphy & Typography Matters

Typography (obviously) plays a significant role in logotype design, since it is the only part of the design. Choose a script/font that aligns with your brand’s personality. Serif fonts convey tradition and reliability, while sans-serif fonts suggest modernity and simplicity. Script fonts (aka brush calligraphy and pointed pen calligraphy) can evoke elegance and creativity. Experiment with various typefaces to see which one complements your brand’s identity best.


Step 5: Symbolism and Icons

Many successful logos incorporate symbols or icons. These can be abstract or representational, but they should connect with your brand’s values and message. When creating icons, simplicity is key; an overly complex symbol can be difficult to reproduce and remember. Icons should enhance, not distract from, your logotype’s overall message.


I didn’t incorporate symbolism and iconography into the Rtsy logo, but a good example of a logotype or wordmark using them is in the FedEx Logo. If you look in the white space between the capital “E” and the “x” there is an arrow pointing forwards, symbolizing transit and innovation.

Step 6: Colour Selection

Colours evoke emotions and can significantly impact how people perceive your brand. When designing your logo, consider colour psychology when choosing your palette. Below is list of the primary and secondary colours and what kind of feelings they try to convey. Keep in mind, that while this has some merit, there will always be logos that contradict these rough guidelines (like Google). Regardless of psychology though, ensure your chosen colours are versatile and work well in different contexts, such as both print and digital media.

  1. Red is a high-energy colour that can evoke strong emotions like passion, love, and anger. It often symbolizes excitement, urgency, and intensity. Red can grab attention and create a sense of urgency, making it suitable for brands aiming to stand out or convey a sense of action.
  2. Blue is often associated with calmness, trustworthiness, and reliability. It can convey a sense of professionalism and competence. Many financial and technology brands use blue to establish trust and stability.
  3. Yellow is a bright and cheerful colour that often represents happiness, optimism, and warmth. It can be used to grab attention and create a sense of enthusiasm. Brands that want to appear friendly and approachable often use yellow.
  1. Green is linked to nature, growth, and health. It can symbolize freshness, harmony, and eco-friendliness. Brands related to health, organic products, and the environment frequently use green to convey these qualities.
  2. Orange is an energetic and playful colour that represents creativity, enthusiasm, and adventure. It can create a sense of excitement and is often used by brands seeking to appear dynamic and friendly.
  3. Purple is associated with luxury, royalty, sophistication, and creativity. It often represents imagination and spirituality. Brands aiming to convey a sense of elegance and uniqueness may choose purple.


Step 7: Balance and Proportion

Achieving balance and proportion in your logotype is crucial. The elements should be harmonious and visually pleasing. Experiment with different layouts and arrangements to find the right balance between text and symbols. Ensure your logo remains legible when scaled up or down.

Step 8: Test and Refine

Once you’ve developed several logotype concepts, seek feedback from colleagues, friends, or focus groups. This external perspective can provide valuable insights and help you identify areas for improvement. Refine your design based on the feedback you receive, making sure it aligns with your brand’s identity and message.

Step 9: Vectorization

For a professional and scalable logotype, create a vector version using software like Adobe Illustrator. Vector graphics ensure your logo retains its quality and crispness regardless of size. Remember to save multiple file formats, including vector, PNG, and JPEG, for various applications.



In conclusion, designing a logotype is a multifaceted process that requires creativity, research, and careful consideration of your brand’s identity and values. By following these steps and investing time and effort into the design process, you can create a logotype that not only represents your brand effectively but also leaves a lasting impression on your target audience. Remember that a well-designed logotype can be a powerful asset in building and promoting your brand’s success.

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