Design How-To: Discover the Logo in Your Name

This story is taken from “Before & After” Magazine. readers can subscribe to “Before & After” at a discount. Click here to learn more.

Ever wonder how such boring letters as IBM are transformed into one of the most distinctive logos in the world? The art of logo-making combines understanding a company’s products, audience, branding and other intangibles. But at its heart, a logo starts with a name — the company name.

By looking at the shapes of the letters that form your company’s name, you can unlock interesting graphic possibilities. Simply by changing the angle or spacing of letters you can create a memorable logo.

See how easy it is to turn letters into logos in this feature from our partner “Before & After” magazine.

We’ve posted this story as a PDF file. All you do is click this link “Discover the Logo in Your Name” to open the PDF file in your Web browser. You can also download the PDF to your machine for later viewing.

To open the PDF, you’ll need Adobe Acrobat (5 or higher) or Adobe Reader, which you can download here:


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Posted on: February 27, 2004

John McWade

Designer, teacher, and author John McWade has been at the forefront of the graphic design and desktop publishing worlds since 1985. The very first beta user of the desktop publishing program Aldus PageMaker, he went on to found the first desktop publishing company, PageLab, to take advantage of the new tools. With his wife Gaye McWade, he founded the acclaimed Before & After magazine, long a favorite resource for graphic designers.

2 Comments on Design How-To: Discover the Logo in Your Name

  1. This seems like a pretty cool read, but the link is broken :/

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