Logotype

Introduction

The words we see in books and magazines, on signs and online are designed to be read. This book is about words and letters that are designed to be recognized.

Logotypes – wordmarks, monograms and single-letter marks – are where the verbal becomes visual; where elements that are usually designed to speed the eye across the page invite it to linger; where the choice of font is never less than meaningful; where spaces and spacing are significant; where the composition of words and characters carry weight; where letterforms and even fragments of letterforms can evoke attributes, atmospheres, emotions, events, places, personalities and periods in history.

Once it has become familiar, a logotype is registered by the brain in much the same ...