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A Lettermark is very similar to a wordmark, but instead of using the

whole company name, it uses only the initials .

Think of businesses with long, hard-to-say names. To make things

easy for their customers, they shrink their name down to 2 to 4 letters

and turn those initials into a clean graphic style.

Famous Examples: HBO (Home Box Office), BBC (British Broadcasting Corporation),

NASA (National Aeronautics and Space Administration), HP (Hewlett-Packard).

Why it works: It simplifies everything. It is much easier for a customer to say and

remember "IBM" than "International Business Machines."

When to use it:

•  • If your company name is long, confusing, or hard to pronounce.

• What to watch out for:

•  • If you are a brand-new business, people might see your initials and have no idea what you actually do.

• Tip: 

•  • For new brands, it is smart to write your full name in tiny letters under the initials so people can learn who you are.

• 

       The Golden Rule: If you are a brand-new business, people won't know what your

        initials mean yet. It is smart to print your full name in small text underneath the lettermark

        until your brand becomes well-known.