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| Introduction | |
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| The importance of brand identity | |
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| No escape! | |
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| It's the stories we tell | |
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| None genuine without this signature | |
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| A logoless company is a faceless man | |
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| Seen by millions | |
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| Only if the Queen agrees | |
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| Symbols transcend boundaries | |
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| Identity design as part of our language | |
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| Rethinking the importance of brand identity | |
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| Elements of iconic design | |
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| Keep it simple | |
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| Make it relevant | |
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| Incorporate tradition | |
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| Aim for distinction | |
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| Commit to memory | |
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| Think small | |
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| Focus on one thing | |
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| The seven ingredients in your signature dish | |
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| Remember that rules are made to be broken | |
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| The process of design | |
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| Laying the groundwork | |
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| Shaking out the jitters | |
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| It's all in the design brief | |
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| Gathering preliminary information | |
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| Asking the tougher questions | |
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| Give your client time and space | |
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| But maintain the focus | |
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| Homework time | |
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| Assembling the design brief | |
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| A mission and some objectives hold the key | |
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| Field research to the rescue | |
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| Bringing the details of client discussions to life | |
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| Culling the adjectives supplied by the client | |
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| Skirting the hazards of a redesign | |
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| What are the reasons for rebranding? | |
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| Don't squeeze too hard | |
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| When emotions run high | |
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| Answers often lie in focus groups | |
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| From "unresponsive" to "caring" | |
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| Maybe just some tweaking? | |
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| Remember your manners | |
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| Pricing design | |
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| The design pricing formula | |
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| Hourly rates or a set fee? | |
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| Handling print costs | |
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| Receipt of a down payment | |
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| The money exchange | |
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| Spec work | |
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| Everyone makes mistakes | |
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| From pencil to PDF | |
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| Mind-mapping | |
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| The fundamental necessity of the sketchpad | |
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| The Tenth Commandment | |
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| Pinning the map | |
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| Internationally recognized | |
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| No set time | |
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| Dress for success | |
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| Black and white before color | |
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| Where Photoshop comes into play | |
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| The pen is mightier than the mouse | |
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| The art of the conversation | |
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| Deal with the decision-maker | |
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| Conspire to help | |
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| Avoid intermediation | |
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| Take control | |
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| Keep the committee involved | |
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| Don't forget to under-promise and then over-deliver | |
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| Swallow that pride | |
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| Keep the fires burning | |
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| Staying motivated | |
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| Never stop learning | |
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| Be four years ahead | |
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| Create for you | |
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| Step away from the computer | |
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| Balance your life | |
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| Journey back in time | |
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| Show relentless desire | |
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| But don't overwork yourself | |
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| We all get stuck, no matter who we are | |
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| Start on the right foot, and stay on the right foot | |
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| Find common ground | |
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| Deadline looming | |
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| Think laterally | |
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| Improve how you communicate | |
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| Manage your expectations | |
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| Always design | |
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| Follow your bliss | |
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| Not everyone is as fortunate | |
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| Your questions answered | |
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| Similar looking logos | |
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| Rights of use | |
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| Online portfolio creation | |
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| Seal the deal | |
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| Overseas clients | |
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| How many concepts? | |
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| Friends and family | |
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| Design revisions | |
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| Project time frames | |
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| Researching the competition | |
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| Internships | |
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| Worst client project | |
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| Tools of the trade | |
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| Handling the workload | |
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| Who owns what? | |
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| 25 practical logo design tips | |
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| Questions, questions, questions | |
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| Understand print costs | |
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| Expect the unexpected | |
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| A logo doesn't need to say what a company does | |
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| Not every logo needs a mark | |
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| One thing to remember | |
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| Don't neglect the sketchpad | |
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| Leave trends to the fashion industry | |
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| Step away from Photoshop | |
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| Work in black and white | |
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| Keep it relevant | |
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| Remember legibility | |
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| Be consistent | |
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| Match the type to the mark | |
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| Offer a single-color version | |
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| Pay attention to contrast | |
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| Aid recognition | |
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| Test at a variety of sizes | |
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| Reverse it | |
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| Turn it upside down | |
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| Consider trademarking your design | |
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| Don't neglect the substrate | |
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| Don't be afraid of mistakes | |
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| A logo is not a brand | |
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| Remember, it's a two-way process | |
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| Design resources Help from elsewhere | |
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| Graphic design blogs | |
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| Iconic designers | |
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| Recommended books | |
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| Index Looking for something? | |