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Achieving this ultimate goal is the guarantee of the brand's real sustainability over time.
A logo is made up of at least 2 elements that may or may not be associated with each other: a “graphic stamp” and “a name or label 'text'” (brand title) - to which a “baseline” or key phrase acting as a “slogan” can be added.
Multiple combinations are possible: the 'text' label can be placed within the graphic stamp or the 'text' label can be surmounted by a graphic stamp, etc.
This same “text” label can also just exist on its own, this time with graphic work specifically focused on the lettering (**creation or typographical composition** - original alphabet).
The same applies to the graphic stamp which does not always require the co-presence of a ‘text’ label.
It is common for a logo consisting of a stamp and a label when it is created, to evolve through “reduction”, by “getting rid” of one of its two components.
Let’s take, for example (among many others), the Nike and Starbucks logos, which have developed quite remarkably, with the reduction here being “suppressive” in nature.