James Edmondson shares:
While logotypes can be simply typeset, it often makes sense to put another level of care and attention into how letters exist within their unchanging context. Type design is a compromise. Decisions are made about the structure of a drawing to excel best in the greatest possible number of contexts. This changes a lot for logotypes. When words are drawn as a single image, opportunities arise to get a little more own-able, without worrying about the letters jumbling up again.
Useful tips and examples.