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Logotype by Michael Evamy

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We begin with a survey of logotypes at their simplest: a word or an abbreviation set in a typeface chosen to convey something of the nature, stature or character of the organization. It is where the focus falls squarely on the letterforms themselves and on the communication of basic, essential values through type. It is where logotypes most closely follow typeface fashion, and where simplicity can lead to longevity.

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1. American Airlines

International airline, USA Designed by Unimark International (Massimo Vignelli), 1967 In a book dedicated ...

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