9780321660763

Logo Design Love : A Guide to Creating Iconic Brand Identities

by
  • ISBN13:

    9780321660763

  • ISBN10:

    0321660765

  • Edition: 1st
  • Format: Paperback
  • Copyright: 12/20/2009
  • Publisher: New Riders
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Summary

There are a lot of books out there that show collections of logos. But David Aireyrs"s "Logo Design Love" is something different: itrs"s a guide for designers (and clients) who want to understand what this mysterious business is all about. Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points. Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable. - Tom Geismar, Chermayeff & Geismar InLogo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last. David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos forTimemagazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; and many more. Readers will learn: Why one logo is more effective than another How to create their own iconic designs What sets some designers above the rest Best practices for working with clients 25 practical design tips for creating logos that last

Author Biography

A self-employed graphic designer from Northern Ireland, David Airey writes two of the most popular graphic design blogs on the Internet: www.davidairey.com and www.logodesignlove.com. David's blogs have attracted hundreds of thousands of loyal fans who read and are inspired by his writing every day.

Table of Contents

Introduction
The importance of brand identity
No escape!p. 2
It's the stories we tellp. 8
None genuine without this signaturep. 9
A logoless company is a faceless manp. 10
Seen by millionsp. 11
Only if the Queen agreesp. 12
Symbols transcend boundariesp. 13
Identity design as part of our languagep. 18
Rethinking the importance of brand identityp. 21
Elements of iconic designp. 22
Keep it simplep. 22
Make it relevantp. 25
Incorporate traditionp. 28
Aim for distinctionp. 30
Commit to memoryp. 33
Think smallp. 34
Focus on one thingp. 36
The seven ingredients in your signature dishp. 38
Remember that rules are made to be brokenp. 39
The process of design
Laying the groundworkp. 42
Shaking out the jittersp. 42
It's all in the design briefp. 43
Gathering preliminary informationp. 44
Asking the tougher questionsp. 45
Give your client time and spacep. 48
But maintain the focusp. 48
Homework timep. 48
Assembling the design briefp. 49
A mission and some objectives hold the keyp. 50
Field research to the rescuep. 53
Bringing the details of client discussions to lifep. 56
Culling the adjectives supplied by the clientp. 59
Skirting the hazards of a redesignp. 62
What are the reasons for rebranding?p. 63
Don't squeeze too hardp. 63
When emotions run highp. 67
Answers often lie in focus groupsp. 68
From "unresponsive" to "caring"p. 69
Maybe just some tweaking?p. 72
Remember your mannersp. 75
Pricing designp. 76
The design pricing formulap. 76
Hourly rates or a set fee?p. 81
Handling print costsp. 82
Receipt of a down paymentp. 84
The money exchangep. 85
Spec workp. 87
Everyone makes mistakesp. 89
From pencil to PDFp. 90
Mind-mappingp. 90
The fundamental necessity of the sketchpadp. 96
The Tenth Commandmentp. 98
Pinning the mapp. 102
Internationally recognizedp. 104
No set timep. 107
Dress for successp. 109
Black and white before colorp. 111
Where Photoshop comes into playp. 114
The pen is mightier than the mousep. 116
The art of the conversationp. 118
Deal with the decision-makerp. 119
Conspire to helpp. 124
Avoid intermediationp. 126
Take controlp. 128
Keep the committee involvedp. 132
Don't forget to under-promise and then over-deliverp. 134
Swallow that pridep. 136
Keep the fires burning
Staying motivatedp. 144
Never stop learningp. 145
Be four years aheadp. 147
Create for youp. 148
Step away from the computerp. 149
Balance your lifep. 150
Journey back in timep. 150
Show relentless desirep. 151
But don't overwork yourselfp. 151
We all get stuck, no matter who we arep. 152
Start on the right foot, and stay on the right footp. 153
Find common groundp. 153
Deadline loomingp. 154
Think laterallyp. 155
Improve how you communicatep. 156
Manage your expectationsp. 156
Always designp. 157
Follow your blissp. 157
Not everyone is as fortunatep. 159
Your questions answeredp. 160
Similar looking logosp. 160
Rights of usep. 161
Online portfolio creationp. 162
Seal the dealp. 167
Overseas clientsp. 168
How many concepts?p. 169
Friends and familyp. 170
Design revisionsp. 171
Project time framesp. 172
Researching the competitionp. 173
Internshipsp. 173
Worst client projectp. 174
Tools of the tradep. 175
Handling the workloadp. 176
Who owns what?p. 177
25 practical logo design tipsp. 178
Questions, questions, questionsp. 178
Understand print costsp. 179
Expect the unexpectedp. 179
A logo doesn't need to say what a company doesp. 180
Not every logo needs a markp. 180
One thing to rememberp. 181
Don't neglect the sketchpadp. 182
Leave trends to the fashion industryp. 183
Step away from Photoshopp. 183
Work in black and whitep. 184
Keep it relevantp. 184
Remember legibilityp. 185
Be consistentp. 185
Match the type to the markp. 186
Offer a single-color versionp. 186
Pay attention to contrastp. 187
Aid recognitionp. 187
Test at a variety of sizesp. 187
Reverse itp. 188
Turn it upside downp. 188
Consider trademarking your designp. 189
Don't neglect the substratep. 190
Don't be afraid of mistakesp. 190
A logo is not a brandp. 190
Remember, it's a two-way processp. 191
Design resources Help from elsewherep. 192
Graphic design blogsp. 192
Iconic designersp. 193
Recommended booksp. 194
Index Looking for something?p. 198
Table of Contents provided by Ingram. All Rights Reserved.

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Customer Reviews

Informative. Instructive. Inspirational. August 18, 2011
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This is a great textbook for anyone in the graphic design business. I have read many books on many design topics in the past year. This one, by far, is the best! It packs the essential information you need to know about logo design and design business practices all in an easy to read, quick format. I have recommended this textbook to many designer friends and my graduate school professors. It would be great to use as a college resource book for design courses.
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Logo Design Love : A Guide to Creating Iconic Brand Identities: 5 out of 5 stars based on 1 user reviews.

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