FROM TYPE TO LOGO (HB)

A key branding element used by many of the biggest companies around the world, a logotype revolves around a company's name or initials and features typography as the main design approach. Often the starting point before it is further refined into a purely symbolic image or icon, it combines two distinct design disciplines to differentiate brands from one another - a process that takes acumen, skill and empathy. This compelling book details some of these processes, offering case studies that make an inspiring reference point for budding and working branding professionals alike.