Typefaces can evoke different meanings to your audience and can work well used alone, providing the typeface you use for your business name reflects the mood you are trying to convey. For example, a florist may opt for a script or hand-written typeface to convey their message. Using only a symbol however, can lead to wider interpretation of what it is that your business does so to ensure your message is clear, your symbol could take on the name of your business, like Apple for example, whose infamous logo is an apple with a bite taken out of it. Using both a symbol and typeface can provide additional clarification and meaning than a typeface alone. For example, FedEx logo is very successful logo using both a typeface and symbol. The type incorporates an arrow pointing rightwards, nestled within the negative space created between the ‘E’ and ‘x’. This symbolises movement and direction which is perfectly suited to a freight company.