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March 28, 2014

Logotypes and Signature Design

A logotype is a word (or words) in a determined font, which may be standard, modified, or entirely redrawn. Frequently, a logotype is juxtaposed to a symbol in a formal relationship called a signature. Logotypes not only need to be distinctive, but also need to be durable and sustainable. Legibility at various scales and in a range of media is imperative, whether a logotype is silk-screened on the side of a ballpoint pen or illuminated in an external sign twenty stories off the ground.

The best logotypes are a result of a careful typographic exploration. Designers consider the attributes of each letterform as well as the relationships between letterforms. In the best logotypes, letterforms may be redrawn, modified and manipulated in order to express the appropriate personality and positioning of the company.