Ever wonder how such boring letters as IBM are transformed into one of the most distinctive logos in the world? The art of logo-making combines understanding a company's products, audience, branding and other intangibles. But at its heart, a logo starts with a name -- the company name.

By looking at the shapes of the letters that form your company's name, you can unlock interesting graphic possibilities. Simply by changing the angle or spacing of letters you can create a memorable logo.

See how easy it is to turn letters into logos in this feature from our partner "Before & After" magazine.

We've posted this story as a PDF file. All you do is click this link "Discover the Logo in Your Name" to open the PDF file in your Web browser. You can also download the PDF to your machine for later viewing.

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