What Logos Do and How They Do It

by Miller, Anistatia R.; Brown, Jared M.

• ISBN13: 9781564963826
• ISBN10: 1564963829
• Format: Hardcover
• Copyright: 1998-03-01
• Publisher: Rockport Pub

Summary

Logos are one of the most succinct forms of advertising and one of the greatest challenges of graphic design: besides being immediately recognizable, logos must convey a big message in a small space. The best logos are striking, symbolic brands that cut through language by employing shape and color as their main communication tools. What Logos Do presents ten case studies and hundreds of examples of current logos that have met with great success. An essential for both novice and professional designers, this book illuminates the logo design process and explains what makes each logo work for its market.

Table of Contents

introduction	6	(4)
part 1 Delivering the Basics	10	(50)
Chapter 1 Food and Beverage	12	(18)
Chapter 2 Housewares and Real Estate	30	(14)
Chapter 3 Transportation and Travel	44	(16)
part 2 Creating a Memorable First Impression	60	(22)
Chapter 4 Fashion and Fitness	62	(12)
Chapter 5 Health Care	74	(8)
part 3 Fine-Tuning Your Mark for the Media	82	(26)
Chapter 6 Entertainment and the Internet	84	(10)
Chapter 7 Special Events	94	(6)
Chapter 8 Printed and Digital Publishing	100	(8)
part 4 Abstract Impressions	108	(24)
Chapter 9 Business to Business	110	(14)
Chapter 10 Creative Services	124	(8)
biographies	132	(6)
directory	138	(2)
index	140	(3)
about the authors	143	(1)
acknowledgments	143