Logotype Michael Evamy -

Throughout Logotype , Evamy champions the idea that "the name is the brand." He showcases companies that have abandoned their pictorial symbols entirely to rely solely on typography (e.g., BMW’s move toward the blockier wordmark, or Starbucks dropping "Starbucks Coffee" but keeping the typographic weight of the word).

The book examines the moment a name or word becomes a visual entity that the brain registers as a single symbol rather than just text. Logotype Michael Evamy