Here’s a familiar scenario. You have an online store and you wish to make a digital banner to advertise such. The standard and most probable words to appear in your advert would be “ONLINE STORE” right? Good.
The good use of typography in this scenario, would be to use the shopping cart as the letter “S” followed by the “H”. The world globe icon replaces the “O”, followed by the “P”. This composition makes the word “ONLINE” unnecessary. Visually, if you have it in you and have been on the internet for more than a year, you should be able to read the typography as “SHOP ONLINE” or “ONLINE SHOPPING”.