Logotype Michael Evamy Review
Logotype Design
A logotype, often simply called a logo, is a graphic mark, emblem, or symbol used to identify a company, organization, product, or brand. Logotypes can consist of text only (a wordmark or letterform logo) or a combination of text and imagery. The design of a logotype is crucial for brand identity and can convey a lot about the brand's values, industry, and personality.
1. Executive Summary
"Logotype" is a definitive visual guidebook that focuses exclusively on the use of lettering and typography in logo design. Unlike its predecessor, "Logo" (which covered symbols and marks), this volume is dedicated to the challenge of creating a distinctive identity using only letters. It serves as both a historical record of typographic trends and a practical sourcebook for designers seeking inspiration in letterform manipulation, custom typefaces, and wordmarks. Logotype Michael Evamy
Geometry & Structure
- The Grid: Use grids to ensure mathematical harmony. While the viewer doesn't see the grid, they feel the balance it creates.
- Geometry: Circles, squares, and triangles provide stability. Organic shapes provide approachability.
- Reduction: Can the logo be reduced to a single color (black and white) and still work? If it relies on gradients or color to be understood, it is not robust enough.
B. Categorization by Style
The book is divided into distinct visual categories, allowing for rapid reference. Major sections include: Logotype Design A logotype, often simply called a
- Initials & Monograms: Exploring how single letters or acronyms are used to create compact identities (e.g., VIA Rail, NASA).
- Typographic Logos: Using existing or slightly modified typefaces to convey brand personality.
- Custom Lettering & Hand-Drawn: Unique, bespoke letterforms that cannot be found in a font library.
- Pictorial/Abstract Letterforms: Letters that have been manipulated to contain hidden symbols or imagery within their shapes.
Recommendations for refinement (prioritized)
- Create a simplified monogram for avatar/favicons.
- Produce brand color palette with accessible contrast pairings and hex/RGB values.
- Generate a style sheet (usage rules, spacing grid, dos & don'ts) to preserve consistency.
- Export size-specific raster assets (favicons, social banners) and optimized SVGs for web.