Just a quick glimpse at this wordmark and the extension of the top of the “F” over the rest of the word, allows the viewer to almost experience the speed a Ferrari offers its driver. Although the wordmark is sometimes used with the logo of the horse, the wordmark itself is so strong that it is often also used alone, because it manages to imply the same sophistication and luxury in a simpler form. The serif typeface allows for the text as a whole to have a sleekness to it, because there are clear cut base and guide lines around the text. There is almost an invisible border surrounding the word.

The Citibank wordmark is more then just a logo, when it changed to its current logo, both the company and wordmark adapted, and the wordmark is very symbolic of the changes the company underwent. In an article about the new logo it stated “Citigroup had just changed their name to Citi, signifying the union with insurance giant Travelers, the largest merger at the time.” That is what the umbrella like shape is supposed to represent. Not only was this a clear but very symbolic idea, the fact that the “t” was positioned to be the handle of the umbrella was a great use of alignment and spacing.

This wordmark is easily recognizable, but I think that is only because of how often we see it. The color and its uniqueness definitely helped people remember it when it was first created, however if you look at the wordmark itself, and don’t think about what you associate it with, I don’t think it is very clear at all. It is not that clear that it is an C, N, and an N. There are many possibilities how these letters, or the merging of these letters can be interpreted. The typeface, and think (stroke) outlining make it look almost like something i would doodle, or like a wire, or even a “d” and a “w”. I really think this is a poorly designed wordmark, people just recognize it so its easy to look past it now without even realizing its poor design.





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