Change of the institution's everyday communicative name (not just its formal name, like dropping a descriptor, or its legal name, like changing from Inc. to Corporation).Name change
New name is a real (dictionary) word...Borrowed words
- Descriptive Music Corporation of America
- Evocative Sprint
- Arbitrary Apple
- Imported (from another language) Fortis
- Person, real or fictional Lincoln, Mercury
- Place, real or fictional Corning
New name is a newly-coined word...
New name is...
New name is one of the company's brandsBrand
Sara Lee Corporation
Replacement or redesign of the institution's visual signature.Logo change
Name itself is the primary focus. Can be...
Note: Where a symbol is locked in only one fixed relationship to a wordmark, as is Cisco's bridge symbol, the mark should usually be considered primarily a wordmark.
Graphic symbol plus a wordmark.
Note: The symbol may or may not be used independent of the wordmark, for example as a product emblem or to endorse business unit names. If both vertical and horizontal symbol-wordmark configurations are provided, the mark whould usually be considered symbol-dominant.