Introduction
Historical Lineage: He traces the commercial logotype back to ancient monograms and craft signatures inscribed on ceramics, noting how these evolved from literal "reading" marks to recognizable visual entities. Logotype Michael Evamy
By stripping away the "cultural signposts" of ubiquitous brands like Coca-Cola or IBM, allows designers to focus on the raw creative potential of type Introduction Historical Lineage : He traces the commercial
The book is divided into distinct visual categories, allowing for rapid reference. Major sections include: Michael Evamy is a professional design journalist, author,
In the sprawling ecosystem of graphic design literature, few books achieve the status of "essential reference." Most fall into two camps: the glossy coffee-table collection of pretty pictures with little context, or the dense academic tomb that is unreadable to practitioners. But in 2012, author and design journalist Michael Evamy published a work that found the elusive sweet spot. That book is simply titled Logotype.
Michael Evamy is a professional design journalist, author, and copywriter who collaborates with major design firms on identity and branding projects. Aside from his "Logo" series, he has written extensively on corporate identity and its role in visual communication. Core Concepts Explored