Branding Guide / Decisions

Choose the mark type by recognition stage and surface.

A symbol is not more premium by default. A wordmark is not safer by default. The right mark is the one buyers can recognize in the places where the brand has to work.

Decision checks: 6
Related routes: 3
View: Decision
Status: Live

Decision answer Should You Use a Wordmark or Symbol? Use a wordmark when the name still needs to build memory. Use a symbol when the audience already connects the cue to the brand or the surface is too small for words.

Wordmark The name is still doing most of the recognition work.

Symbol The audience already understands the cue without the name.

Combination The brand needs memory building and small-surface flexibility.

Test size Check app icons, packaging, signage, social, and search results.

Protect Do not remove the name before the symbol has earned recall.

Measure Recognition beats designer preference.

Related guides

Open the guide that matches the part of the brand system you may need to change next.

Icon vs Wordmark Guide Icon vs Wordmark Brand Recognition Guide Brand Recognition Logo Redesign Examples Guide Logo Redesign Examples

Brand proof

Check the decision against real brand pages.

Compare the decision against a real brand where the cue, product, service, or operating behavior is visible.

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Choose the mark type by recognition stage and surface.

Use the decision with the surface it changes.

Check the decision against real brand pages.