Evamy argues that a logotype — a logo made entirely of lettering (think Google , FedEx , IBM ) — is the purest form of brand identity. No mascots. No abstract swooshes. Just typography doing heavy lifting. And because letters are the most common visual system humans learn, a great logotype feels less like a symbol and more like a fact.
The Typographic Soul: Michael Evamy’s and the Art of the Wordmark In the world of visual identity, Michael Evamy's Logotype Michael Evamy
If you're crafting a post for a design community or portfolio, here are the most "solid" angles based on the book's value: The "Anti-Plagiarism" Tool Evamy argues that a logotype — a logo