Logotype Michael Evamy 2021 -

Evamy identifies several key principles of effective logotype design:

Buy the hardcover. Flip the thick, matte pages. Trace the strokes with your finger. Keep it within arm's reach of your workstation. Because the next time you are stuck staring at a blinking cursor, trying to turn an 'E' into a brand, Mr. Evamy will be there to show you thirty ways it has been done before—and thirty ways it has not. Logotype Michael Evamy

Letters that physically connect to symbolize unity, networking, or integration. Keep it within arm's reach of your workstation

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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

This approach has made his work enduringly popular with design students, who use it to learn the vocabulary of identity design, and with seasoned professionals, who use it as a source of inspiration and a check against unwitting repetition.