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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, Microsoft, and IBM. 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 term wordmark may refer not only to the graphical representation, but the text itself may be a type of trademark. 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 logos, and is among the most common. It has the benefit of containing the brand name of the company (i.e. the Coca-Cola logo) as opposed to the brandmark used by, for example, Apple.
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