One of the book’s most cited spreads compares four variations of the lowercase 'e' across different famous wordmarks. The tilt, the terminal, and the size of the counter literally change the brand’s personality. Evamy argues that a shift of two millimeters in the arm of the 'e' can move a brand from "playful" to "incompetent."
The book's reputation as a "branding bible" stems from its rigorous curation and unique presentation. 50 Books on Type and Typography Logotype Michael Evamy