The Logotype. They are everywhere; they have become infused into our everyday lives, influence our decisions and have even become apart of how we represent ourselves.

A logo is the foundation to any brand identity and often encapsulates the company’s values and years of history into the logotype. The logo is often the first point of contact a company has with the customer, even before they experience the product or service the customer sees the logo. It can be a great deciding factor for a customer. Just like you judge a book by its cover, people judge a product by its logo and identity.

I hope by now you have guessed that this book is about logos. It is a study into the fundamental principles of what makes a great logo. It is a culmination of months of research, the history and my thoughts on 50 famous logotypes and an investigation into the Forbes Most Valuable Brands list. The logos that make up this list and the colours and qualities that makes these brands so recognisable, well known and memorable.