Wordmark of Ferrari is definitely an eye catcher. The white characters stand out from the red background, which makes the brand name more impressive and easy to remember at first glance. Tracking is natural and comfortable. The best of all is the extension of the letter “F” in the ascender line, marking its end with the letter “i.” Such design resonates with Ferrari’s brand image, as it is well-known for its super cars. The ascender line could have extended to “I”, but it doesn’t, suggesting that while Ferrari cares about the speed performance, it also emphasizes on the concept of “safe driving,” — to stop where necessary. Overall, this wordmark is well-designed and enhances the brand image.
This wordmark of Johnson & Johnson has both pros and cons. Tracking is moderately adjusted; letters are attached to each other, creating a fluid sense, which I think is very stylish. HOWEVER, I personally don’t quite get it why a company specializing in pharmaceutical and consumer packaged goods would come up with such a design idea. Shouldn’t such companies be more classic and traditional when it comes to wordmark design? What does this wordmark suggest in relation to its brand image? Any thought is more than welcome!
I believe Johnson and Johnson chose/kept this word mark because it reflects the time they were created in 1886. By employing the cursive font, it reminds the consumer that they are an old and well established company that has been around for over 125 years. Since 1886 they have retained the same design which upholds a tradition within the company. I would also like to point out the use of the colors red and white. They remind me of the American Red Cross which deals with medical needs like Johnson and Johnson.
I love the script typeface in Johnson and Johnson. Even if people may not be able to read script, seeing the wordmark and hearing the name over and over again really sticks. The smooth typeface works well with the product.