18 research and inspiration

The colors used in word marks are the colors that you use that you want to represent your company. Work marks such as NASA symbolize space and future, while google and coke work marks are one of the most famous world wide. Most work marks use red or blue as their dominant color. Some competition would be with Fed ex and USPS or UPS. 

This is one of the most famous work marks in the world. It has not been changed since it was created in the late 18 hundreds. In different languages the coke logo will be and look in the same font, but the language that it is written in varies. The typeface that was chosen, Spencerian Script, was the most famous form of formal handwriting at the time.



I choose the FedEx logo because its logo signifies moving forward. The negative space between the e and the x create an arrow. I thought that it was pretty cool of the company to create a logo that could incorporate an arrow into the design.



The Citi logo was unique because it had the curve representing the dots for the i's. The person who designed this work mark designed it in a second. In a meeting she sketched this logo quickly with a pen on a napkin. The company could not find a logo they wanted before until she sketched it on the napkin.