Logotype Michael Evamy

In 2007, design journalist Michael Evamy realized that while we are surrounded by logos, there hadn't been a truly comprehensive "handbook" for them since the 1970s. He saw logos as one of the most powerful tools organizations have to capture the attention of a "global, time-poor audience".

Michael Evamy is a British designer and writer who has spent years honing his craft in graphic design. He is the author of several books on design, including "Logo Design Love" and "Brand New". Evamy has worked with some of the world's top brands, including Coca-Cola, Apple, and Nike. He is widely regarded as one of the leading experts in logotype design and is a sought-after speaker and lecturer in the design community. Logotype Michael Evamy

Rather than a generic history of typefaces, Evamy treats serifs and sans-serifs as emotional dialects. He demonstrates how a modified serif (like the The New York Times gothic slab) conveys trust, while a custom sans-serif (like Google’s product sans) conveys accessibility. In 2007, design journalist Michael Evamy realized that

Evamy did not simply curate a collection of logos; he dissected the very DNA of how letters form brands. This article explores why Logotype remains a cornerstone of design education, how Evamy structured his visual bible, and why every designer—from rookie to creative director—needs this volume on their shelf. He is the author of several books on