Logo Design Love A Guide to Creating Iconic Brand Identities

ISBN-10: 0321660765

ISBN-13: 9780321660763

Edition: 2010

Authors: David Airey

List price: $44.99
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In Logo 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 wellknown designers to explain why well-crafted brand identity systems are important, how to create iconic logos and brands, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos for Time magazine 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
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Book details

List price: $44.99
Copyright year: 2010
Publisher: Adams Media Corporation
Publication date: 8/1/2011
Binding: Paperback
Pages: 216
Size: 7.25" wide x 9.00" long x 1.00" tall
Weight: 1.122
Language: English

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