search architects typographical logo development
Building a Typographical Logo
Incorporating letters, initials, name, or word with graphic elements to create a logo immediately conveys the product or service provided and who provides it, representing a brand or business with a unique logo mark that stands out.
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search architects primary logo an typographical logo

“Functioning as the primary logo, alternate or wordmark, a typographical logo is created through incorporating visual elements into the typographical element, working with the form and shape of the elements to create a single graphic element.”

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search architects logo development
Used to create the primary logo, the graphic elements represent both the service provided and the initials in the name.
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search architects logo
The primary logo consists of the elements combined to create a single graphic element, using negative space to create depth and separate the two elements.
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Key to balance, flow and working within the identity system is ensuring the typography and visual elements work together and as part of the logo. Balance, form and flow is essential to ensuring continuity.
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search architects typographical logo development
Developing a typographic version of the logo that works with the primary logo and within an identity system consists of incorporating the elements and the typeface used.


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logotype search architects typographical logo
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With elements from the typographical logo removed, the typographical logo functions as a wordmark within an identity system, used in communications and marketing.

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“In the development of an identity system, the components must work together, with each graphic component using elements universal to every component within that identity system.”


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With the primary logo and the typographical logo using elements universal to each, these graphic components within an identity system work together to represent the brand.


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