Logo Type

In "Logotype," Michael Evamy (often misremembered as "Emmy") provides the definitive companion to his previous bestseller, Logo. While most branding books focus on symbols or "marks," this volume is a specialized, deep dive into the world of typography-based identities. It features over 1,300 typographic logos from around the world, proving that a brand doesn't always need an icon to be iconic.

The Power of the Wordmark

Evamy organizes the book by typographic style—such as Sans Serif, Serif, Script, and Stencilled—rather than by industry. This allows designers to see how different letterforms communicate specific brand personalities. Whether it’s the authority of a bold slab serif or the elegance of a custom script, the book illustrates that the "font" is the message.

Why It Is a Design Essential

Pure Lettering: It strips away the "distraction" of symbols to focus on kerning, ligatures, and custom flourishes.

Corporate Heritage: It includes legendary wordmarks like Coca-Cola, Disney, and FedEx, analyzing why they have survived for decades.

Global Reference: It is an indispensable tool for any designer tasked with creating a "text-only" logo that needs to stand out in a crowded digital landscape.