Evamy’s curated selection highlights how subtle adjustments—such as modifying a ligature, altering kerning, or slicing a terminal—can transform standard typography into an intellectual property asset. Structural Breakdown of the Book
If you need a breakdown of a from the book
Evamy refuses to offer subjective praise ("This logo is beautiful"). Instead, he offers blueprints . He isolates the logotype from its business card mockups and Instagram shadows, rendering it down to pure form.
: Grouping colored logos creates an overwhelming "Times Square" effect where individual details are lost in competitive visual noise. How the Book is Structured Logotype Michael Evamy
Unlike books that explore comprehensive branding systems, Logotype isolates the text. Evamy strips away the distraction of secondary brand elements to examine the anatomy of wordmarks, monograms, and single-letter identities.
Evamy’s book gathers over 1,300 international logotypes from both legendary design agencies (such as Pentagram, Chermayeff & Geismar, and Total Identity) and independent contemporary studios. By stripping away extraneous brand collateral and isolating the typography on a clean layout, Evamy forces the reader to look at the pure structure of wordmarks. How the Book is Structured
┌─────────────────────────────────────────────────────────┐ │ BRAND IDENTITY │ └────────────────────────────┬────────────────────────────┘ │ ┌──────────────┴──────────────┐ ▼ ▼ SYMBOL LOGOS TEXT-BASED LOGOS (Nike Swoosh, Apple) (Sony, Coca-Cola, Google) │ ▼ *LOGOTYPE* FOCUS He isolates the logotype from its business card
Upon its release, Logotype received largely enthusiastic reviews from the design community. Creative Bloq, writing in Computer Arts magazine, praised Evamy for pulling off “a masterful feat of research, offering an abundance of different logotypes, and deliberately avoiding any repetition”. The review noted that Evamy omitted some obvious choices that appeared in Logo —including Coca-Cola, Intel, CNN, Esso, and IBM—and argued that this was “no bad thing,” as it was “refreshing to sift through the 300-odd pages of more than 1,300 typographic logos, without the more obvious cultural signposts taking precedence”.
the key components of a good logo design based on industry standards. Let me know what you're most interested in! 50 Books on Type and Typography
If you purchase Logotype expecting a step-by-step "How to design a logo in Illustrator" manual, you will be disappointed. Evamy avoids software tutorials. Instead, he provides . Evamy strips away the distraction of secondary brand
Identities that remove parts of the letterforms, forcing the viewer's brain to complete the shape using negative space.
A logotype (often referred to as a wordmark) is a brand's name designed in a specific, unique way. In many industries, this approach is preferred because it places the company name front and center, ensuring it is remembered.