Logo design love : a guide to creating iconic brand identities

Format:

Book

Author/Creator:

Airey, David, 1979- Author.

Series:

Voices that matter Logo design love

Language:

English

Subjects (All):

Logos (Symbols)--Design.

Logos (Symbols).

Industrial design coordination.

Physical Description:

1 online resource (xi, 203 p.) : ill.

Edition:

1st edition

Place of Publication:

[Place of publication not identified] New Riders 2010

Language Note:

English

System Details:

text file

Summary:

There are a lot of books out there that show collections of logos. But David Airey’s “Logo Design Love” is something different: it’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 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 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 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

Contents:

Cover

Contents

Introduction

I: The importance of brand identity

Chapter one: No escape!

Chapter two: 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

Chapter three: 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

II: The process of design

Chapter four: 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

Chapter five: 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

Chapter six: 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

Chapter seven: From pencil to PDF

Mind-mapping

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

Chapter eight: The art of the conversation

Deal with the decision-maker

Rule #1: Conspire to help

Rule #2: Avoid intermediation

Rule #3: Take control

Rule #4: Keep the committee involved

Don't forget to under-promise and then over-deliver

Swallow that pride

III: Keep the fires burning

Chapter nine: 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

Chapter ten: 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

Internships

Worst client project

Tools of the trade

Handling the workload

Who owns what?

Chapter eleven: 25 practical logo design tips

1. Questions, questions, questions

2. Understand print costs

3. Expect the unexpected

4. A logo doesn't need to say what a company does

5. Not every logo needs a mark

6. One thing to remember

7. Don't neglect the sketchpad

8. Leave trends to the fashion industry

9. Step away from Photoshop

10. Work in black and white

11. Keep it relevant

12. Remember legibility

13. Be consistent

14. Match the type to the mark

15. Offer a single-color version

16. Pay attention to contrast

17. Aid recognition.

18. Test at a variety of sizes

19. Reverse it

20. Turn it upside down

21. Consider trademarking your design

22. Don't neglect the substrate

23. Don't be afraid of mistakes

24. A logo is not a brand

25. Remember, it's a two-way process

Design resources: Help from elsewhere

Graphic design blogs

Iconic designers

Recommended books

Index: Looking for something?.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

9786612694097

9780321702722

0321702727

9781282694095

128269409X

9780321657268

0321657268

OCLC:

1027175818