It seems standard practice, when typesetting with Latex, to put the Latex logo in the text whenever we are referring to Latex itself (usually through the
\LaTeX command). Why do we do this?
It's certainly far from standard practice. When we're referring to Adobe we don't write it in sans-serif, like its written in the Adobe logo. We don't refer to the New York Times in blackletter.
I got thinking about this while reading The Elements of Typographic Style, in which Robert Bringhurst says:
Logograms pose a more difficult question. An increasing number of persons and institutions, from archy and mehitabel to PostScript and TrueType, now come to the typographer in search of special treatment. In the earlier days it was kings and deities whose agents demanded that their names be written in a larger size or set in a specially ornate typeface; now it is business firms and mass-market products demanding an extra helping of capitals, or a proprietary face, and poets pleading, by contrast, to be left entirely in the vernacular lower case. But type is visible speech, in which gods and men, saints and sinners, poets and business executives are fundamentally treated alike. And the typographer, by virtue of his trade, honors stewardship of texts and implicitly opposes private ownership of words.
Logotypes and logograms push typography in the direction of hieroglyphics, which tend to be looked at rather than read.
Coming from Latex this passage struck a chord with me - I realized that this was precisely Latex standard practice.
I also started thinking about other typographical issues, which pushed me away from using the Latex logotype in text. In another chapter Bringhurst talks about typographical color, and how your paragraphs should look roughly uniform in terms of the density of black. Now when I see text where the logo is used a lot they seem quite patchy to me, and it feels like I'm not encouraged to read those paragraphs in linear order.
(For an example see the book Mathematics Into Type by Ellen Swanson page 3 [page 14 of the free PDF]. No specific insult meant to Ellen Swanson at all, it's just a freely available example.)
Those are two arguments against using the Latex logo in text. My question: what are the arguments in favor?