Logotypes push typography in the direction of hieroglyphics, which tend to be
looked at rather than read.  They also push it towards the realm of candy and
drugs, which tend to provoke dependent responses, and away from the realm of
food, which tends to promote autonomous being.  Good typography is like bread:
ready to be admired, appraised and dissected before it consumed.

		-- Robert Bringhurst
		   /The Elements Of Typographic Style/
		   Hartley & Marks, 1992