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A letterform, letter-form or letter form, is a term used especially in typography, paleography, calligraphy and epigraphy to mean a letter’s shape. A letterform is a type of glyph, which is a specific, concrete way of writing an abstract character or grapheme. Letterforms also include monograms, acronyms, ligatures and the abbreviation of long-form names, titles and procedures,
From a branding perspective a letterform is an opportunity to collapse a longer more complected name to a simpler, possibly more memorial configuration. In the same way NBA, CBS and IBM are now more familiar and colloquial then their formal “spelled out” names.