Originally Posted by
BoeingBoy
I was about to say that US calls the name on the fuselage it's wordmark - don't know if that's a word they made up or is standard terminology for the was a name is portrayed.
Wordmark is a fairly common term in the graphic design world. It's basically the stylized display of your brand's name. Or in other terms, a logo that is dominantly comprised of your brand's name. e.g. Picture the word Google, and you know exactly what it's supposed to look like.