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“Logotype,” citing the Treccani, is a masculine noun [from English logotype, composed of Greek λόγος “word” and English type “letter”] which, in the language of advertising, represents the special way in which the graphic signs of a company or product name are drawn, and which usually also constitutes the brand name. Often abbreviated to logo.

In the automotive industry, it is common to say how much more complex it is to design a compact car than a supercar because, given the different production volumes, there is a need to optimize the cost per cent of each part. Beyond the extreme simplification of the concept, there is something so true about the fact that any product intended for a potentially infinite audience requires infinitely more careful design. History teaches us how the traits of genius have often been found in the simplest things. Giotto conquered Boniface VIII with a simple circle. Exemplary in this sense is the thought just quoted from Antoine de Saint-Exupéry… A logo must speak by saying as little as possible. It must allude, wink, whisper without ever being explicit. Essentiality is eclectic because it can be declined into multiple forms, colors and surfaces. And in these qualities you see the difference between a work of art on its own and a work of art with a strong commercial appeal .