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A logotype is an expression of the essential substance of a particular company, institution, or organisation, of an idea, a special occasion, or a product. Logos are visual signs, and their form comes from the object they depict or from related associations. Geometric or natural forms can inspire logotype designs. For example, the environment could be symbolised by a stylised leaf. Other sources are scientific symbols, heraldic forms, or visual representations of the word in question. The locality of a subject might be important enough to be pictured. Purely naturalistic forms, however, are rarely effective.
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(Each letter moves differently!)