What should the typography communicate?
Historically, the 20th century saw a battle between the pictorial logo (the icon) and the logotype (the word). Evamy’s work is particularly prescient because it anticipated the digital age’s disdain for ornateness. As screens shrank, the complicated, illustrative logos of the 1990s died, and the pure logotype—legible at 16 pixels—rose to dominance.
What (e.g., kerning, custom ligatures) are you trying to solve? logotype michael evamy better
By focusing only on logotypes (text) rather than symbols (icons), it provides a much deeper dive into the nuances of typeface selection, kerning, and wordmark manipulation. Perfect for Brand Refresh:
Modern branding favors responsive, scalable, and typographic-led identities. Digital screens require logos that remain highly legible at tiny sizes, such as mobile app headers and favicons. Because Logotype focuses entirely on the architecture of letters, it perfectly aligns with this contemporary digital design shift. Inspiration Without Imitation What should the typography communicate
Symbols can look dated quickly as design trends change. In contrast, well-executed typography anchors a brand across decades. Historic global institutions rely on typefaces that adapt cleanly to shifts in media formats. Digital Performance
Purely typographic logos scale flawlessly, maintaining perfect legibility from giant billboards down to tiny mobile app footers. Why Evamy’s Curation is Superior As screens shrank, the complicated, illustrative logos of
While Logotype is an exceptional resource, it may not suit every project or designer.
: Multi-layered, reflections, and word/monogram lock-ups.