How do you choose between a symbol and a wordmark?

If the name is short and it is how people look for you, the name in type leads. A separate symbol only works if it is recognised at a metre without reading, on the cup and on the profile.

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Write the name at the size of the cup and see if the whole of it can be read. A detailed symbol is commissioned and on the cup it becomes a scribble that is not the bar. Cristina Osuna shows both tests, name and symbol, on the photo of the cup, and the one that can be read stays.

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Join a community for people who care how a brand shows up on the door, the menu and the phone—not just in a pretty PDF. We share brand judgement you can use this week: names, systems, applications and decisions that hold on the floor. No endless moodboards, no empty decks and no agency theatre. Short takes, clear examples and tips for local businesses that already exist and need to look like themselves at every touchpoint.