It's tough enough to create an effective and memorable logo design, let alone restrict oneself to using typography alone.
Getting down to the bare essentials is where the most remarkable solutions and brilliant ideas emerge.
Sometimes it's a beautifully thought-out ligature that nails it or an imaginative use of letters.
Other times it's clever use of colour, scaling or re-arranging of letters or even subtly removing something from the logotype that gives it a twist of brilliance.
In every case, logo design must be attractive and eye-catching.