Every wordmark sends silent signals, subtle, subconscious cues that influence how a brand is perceived.

From the choice of typeface and font-weight to letter spacing and color, these design elements communicate messages about trustworthiness, quality, price point, and a raft of other attributes without uttering a word. Crafting an effective wordmark requires an understanding of these subtle cues to ensure that your brand communicates the right message at a glance. 

Trust Signals

Drawing on insights from more than one hundred members of the design community and three hundred and fifty members of the general public, this study explores the fundamental qualities of wordmarks and offers valuable insights for designers, marketers and business owners.

Specifically, this study delves into the properties most closely associated with trust. The results reveal a surprising gap between the preferences of professional designers and those of the general public. While designers may prioritize legibility and structure, the broader audience gravitates toward familiarity and precedent.

Download the full survey here.

Conclusion

Your logo is often the first impression your customers have of your business, subtly shaping their initial impressions of your brand’s credibility and professionalism. A poorly designed wordmark can create doubt, while a well-crafted one fosters confidence and trust. 

By leveraging our AI-driven design tool, you can eliminate guesswork and create a wordmark that makes a strong, positive first impression. 

Why not try it for yourself?