Today, most logos are created on computer often using font styles that are available to everyone. This means that a logo can easily be unknowingly replicated and lose it's originality. When using calligraphy, the design and concept are original and will not be copied or compromised, simply by the fact that the logo or name style is a 'one off' creation.
Because of the natural flowing character of calligraphy, it is often used for logos or brand styles that require a look of elegance. They are always intended for reproduction in print for advertising, packaging, posters and brochures. and are finished to a very high standard because of the likelihood of enlargement and the variety of display media on which they'll appear. John can supply his calligraphy to this standard directly to the client.