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A logotype is an expression of the essential substance of a particular company, institution, or organisation, of an idea, a special occasion, or a product. Logos are visual signs, and their form comes from the object they depict or from related associations. Geometric or natural forms can inspire logotype designs. For example, the environment could be symbolised by a stylised leaf. Other sources are scientific symbols, heraldic forms, or visual representations of the word in question. The locality of a subject might be important enough to be pictured. Purely naturalistic forms, however, are rarely effective.

A logo can also be developed from a company's initials or the name of the product. Logos that are made up of letters, monograms, and lettering of any kind demand the same treatment as pictorial symbols. There must be contrast and tension. Interior space and spaces between shapes carry as much weight as the shapes themselves, and all the graphic elements have to form a unit. A logo should be more than a conglomeration of unrelated elements that are held together by a border.

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MyLogotype | Logo Design | We Design Logotypes for a living. Professional Logotype Design

Need a Logo Design or a Logo re-design?

Affordable Logotype Design

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