I read somewhere that the formula for modern art is:

“I could have done that” + “Yeah, but you didn’t”

And I see certain parallels with that thinking when we’re working on logo design projects here at Yardstick.

A client once told me they didn’t want a wordmark logo because it was “just a font – I can do that myself”. And to clear up any jargon that I’ll accidentally use during this piece, “wordmark” means a logo that just uses text (think Google, Netflix, Sony, etc.).

Now, I’m always wary when someone says they could have done something themselves. And so are you. You’ll know full well that when clients go a bit DIY with their own financial plans, they can get lost along the way. You make it look easy, but that’s because of all the hard work that has got you to this point in your career.

Yes, wordmarks are simple, and that’s what makes them so great! But are they a lazy option? Does a busier design equal more effort? And more importantly, does it equal more effectiveness?

The belief that logos need an icon or symbol is surprisingly common, especially in financial services. So, let’s unpack it.

Logos rarely work alone

One of the most important things to understand about logos is that they almost never appear in isolation.

Research into brand recognition consistently shows that consumers interpret logos alongside other visual cues such as colour, typography, and imagery. These elements combine to create the overall visual impression of a brand.

Think about where your logo appears:

• Your website header
• A brochure or client agreement
• Your newsletter
• Social media posts
• Presentation slides.

In every one of those places, the logo sits alongside other design elements, such as:

• Colour palette
• Typography
• Photography
• Icons.

All of these pieces work together to form a cohesive brand message.

So, when someone says a wordmark is “just text”, they’re missing the bigger picture.

Simpler logos are often easier to recognise

There’s another reason wordmarks can work so well.

I read a looooong research paper published in the Journal of Business Research so you didn’t have to. It reinforces the idea that visually simple logos are often easier for people to process and recognise. Simpler designs tend to create stronger perceptions of competence and professionalism.

When a logo is visually straightforward, the brain processes it more quickly and comfortably. That positive feeling can transfer to the brand itself.

Wordmarks naturally lean towards this type of simplicity.

There’s no extra symbol to interpret or abstract shape to decode. The focus is simply on the brand name.

For financial services firms, that clarity can reinforce exactly the qualities clients are looking for: competence, trust, and reliability.

When symbols actually help

This doesn’t mean icons or symbols are a bad idea.

I had a strong coffee and wrapped my eyes around some research in the Harvard Business Review that analysed 597 company logos and found that those containing descriptive visual elements can sometimes improve consumer perception. The biggest head-scratcher from reading it is why they stopped three short of a round 600. Awfully dissatisfying.

Anyway, it found that, unsurprisingly, a restaurant using a fork or a bakery using a loaf of bread helped people instantly understand what the business does.

But this approach works best when the product or service is easy to represent visually:

• Camera / lens aperture for a photographer
• House / key for an estate agent
• Wine bottle / beer glass for a bar.

Financial advice is a little harder to illustrate.

You can’t easily draw retirement planning or a long-term investment strategy. Well, beyond a graph pointing upwards, but that can be a little on the nose.

That’s why our sector often falls back on the same handful of symbols. You know the ones. Trees represent growth. Compasses and lighthouses suggest guidance. Shields imply protection.

Individually, these ideas may work perfectly well. The problem is that when lots of firms use the same visual shortcuts, those symbols can prevent you from standing out.

So that’s when you can take a more abstract route. For example, Optimum Path Financial Planning uses a maze graphic in their logo to reinforce their name. Mortgage Medics uses a heart, stethoscope, and house as a visual for obvious reasons.

These visuals allow the logo to say more than a wordmark can, but they need to be used carefully. Having an icon or symbol just for the sake of it can weaken a logo if it’s too generic or doesn’t tie the overall message together.

So, should your logo include a symbol?

The annoying but honest answer is: sometimes.

Wordmarks can be powerful because they are simple, direct, and reinforce the brand name. Logos with symbols can also be effective when the visual element adds meaning or memorability.

The key is not to begin with the assumption that you must have one or the other. Start with an open mind and let the brief follow a process. Whenever you start a branding project with strong beliefs based on personal preference, you run the risk of alienating your target audience.

Instead, think about:

• How distinctive your name is
• How the logo will be used across digital and print
• Whether a symbol genuinely adds meaning
• How the logo fits into the wider brand system.

Because the most effective logos are not simply defined by whether they include an icon. Instead, they’re defined by how clearly and consistently they represent the brand behind them.

Are you team icon or team wordmark? Let’s have a scrap in the playground

Only kidding – we’ve proven that we’re sensible souls who follow research, not just what “we reckon”.

Anyway, if you ever catch yourself thinking a wordmark logo is “just a font”, remember that typography is doing a lot of heavy lifting. Yes, logos with icons can be fantastic. But so can wordmarks. It’s all about how you weaponize them to carry tone, signal professionalism, and shape how people perceive you before they’ve even read a word.

So, whatever your choice, the real goal is not to look clever. It’s to be:

• Clear
• Consistent
• Recognisable.

And guess what? Sometimes the simplest solution does that best.

And for what it’s worth, it’s not “less work” to design a wordmark. A designer still needs to hit a brief to communicate a brand personality. So, while much of that focus is on the typography rather than an icon or symbol, it’s not quite a case of giving the mouse wheel a good spin and choosing a nice font.

If it were, my team would have their feet up by 9.30 each morning!

For more information, email hi@theyardstickagency.co.uk or call 0115 8965 300.