Bradford said those rather abstract messages become clearer if one compares how the same logo would look written in the flowery script of a wedding invitation, for example. Another example is the UI logo, created by Connecticut graphic designer Rick Marsiniak in collaboration with Bradford and UI's in-house creative team. The company was looking for a logo that would reflect its long ties to the community, while at the same time convey a dynamic and forward-looking attitude. So how do you pack all that into two letter's In several ways, Bradford said. The bold lettering, again, signifies stability.
Italics convey a feeling of forward motion.
Bradford and Vece also note even more subtle aspects. Not all recognizable logos rely on type, however. United Technologies Corp.'s logo is a disc made up of lines radiating from a hollow center. The disc, according to UTC, stands for the range of companies the conglomerate owns. While not obvious, it became a recognizable trademark for the company, and hence , a success.