Of course, characters and words are frequently used in logos as well - some logos consist only of characters. Logos don't coercively need to be made up of characters. There are lots of logos that are only composed of symbols or shapes.

One example is the nike "swoosh". It was formerly used with the writing "NIKE", but in the latest version, the writing was removed. The writing itself is, as a matter of course, still there, but not in conjunction with the "swoosh".

In most cases, characters are used for the company name, which is often used in the logo. The proprietor's name and an addendum may be named, and fancy names also come into operation.

In addition to the company name, there may be additional texts such as the provided services or a slogan. This additional text should be in the same font. Typography and font composition will be dealt with in later chapters.

 

   

Practical tips:

    When using characters, you should keep in mind that they need to be readable and reproducible also in small sizes.