Logotypes and Letterforms

Doyald Young

In the strongest sense, letterforms do not age but become fixed to a period of time primarily in their application. Longevity is often precluded by blatant design approaches that are banal, modish, and consequently ephemeral. Many products and graphics are designed to seize the moment and cash in on a popular idea.

When I first browsed through this book, I didn’t realize all of Young’s logos are hand-lettered. After reading the introduction, I delved back into this catalog of work much differently. I didn’t spend as much time as I would have liked looking through it — it seems I always take out huge art books and then ignore them until they are overdue — and barely read much of his accompanying text. I’ll have to invest in this book someday.