Unlike a symbol, a word mark — or logotype — uses only a custom typeface or a unique treatment of the name to create the logo. Though this approach might seem simple, there's an unlimited number of creative possibilities, and tremendous brand potential: type has the ability to speak! Here's four logotypes that Map Agency has launched:

1. CT Arts Alliance makes uses a customized uppercase sans-serif that connotes news-worthy headlines. (Then we have a little fun with the "Arts.")

2. Oh Henry. Our German Shorthaired Pointer wanted a hand-lettered script for his personal brand.

3. Alive at Five makes use of visual rhythm and rhyme for this summertime concert series.

4. Wiggle & Thump needed a word mark that would easily stand out on the patterns of their colorful dog collars.