As a cornerstone of brand identity, logotypes, also known as wordmarks or logotypes, significantly contribute to visual communication. They are creatively designed textual representations of a brand or company name, expressing an organization's personality in their choice of typeface, color and layout. Logotypes may stand alone or harmoniously integrate with symbols to create richer graphic identity systems. The art of logotype lies in its power to imprint the brand in the audience's mind through simplicity, readability, and distinctive design.