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Logo Design Love, Annotated and Expanded Edition, Second Edition

Book Description

Completely updated and expanded, the second edition of David Airey’s¿Logo Design Love¿contains more of just about everything that made the first edition so great: more case studies, more sketches, more logos, more tips for working with clients, more insider stories, and more practical information for getting the job and getting it done right.

In¿Logo Design Love, David shows you how to develop an iconic brand identity from start to finish, using client case studies from renowned designers. In the process, he reveals how designers create effective briefs, generate ideas, charge for their work, and collaborate¿with clients. David not only shares his personal experiences working on identity projects—including sketches and final results of his own successful designs—he also uses the work¿of many well-known designers such as Paula Scher, who designed the logos for Citi and¿Microsoft Windows, and Lindon Leader, creator of the current FedEx identity, as well as¿work from leading design studios, including Moving Brands, Pentagram, MetaDesign, Sagmeister & Walsh, and many more.

In¿Logo Design Love, you’ll learn:

  • Best practices for extending a logo into a complete brand identity system

  • Why one logo is more effective than another

  • How to create your own iconic designs

  • What sets some designers above the rest

  • 31 practical design tips for creating logos that last

  • Table of Contents

    1. Title Page
    2. Copyright Page
    3. Contents
    4. About the author
    5. Contributors
    6. Introduction [This content is currently in development.]
    7. Part I: The importance of brand identity
      1. Chapter One. We’re surrounded
      2. Chapter Two. It’s the stories we tell
        1. None genuine without this signature
        2. A logoless company is a faceless man
        3. Seen by millions
        4. Only if the Queen agrees
        5. Symbols transcend boundaries
        6. Identity design as part of our language
        7. Rethinking the importance of brand identity
      3. Chapter Three. Elements of iconic design
        1. Keep it simple
        2. Make it relevant
        3. Incorporate tradition
        4. Aim for distinction
        5. Commit to memory
        6. Think small
        7. Focus on one thing
        8. The seven ingredients of your signature dish
        9. Remember that rules are made to be broken
    8. Part II: The process of design
      1. Chapter Four. Laying the groundwork
        1. Calming those nerves
        2. Brief, not abrupt
        3. Gathering preliminary information
        4. More detail
        5. A quick note on the decision-maker
        6. Give your client time and space
        7. But maintain the focus
        8. Study time
        9. Assembling the design brief
        10. A mission and some objectives hold the key
        11. Field research making a difference
        12. Bringing the details to life
        13. Culling the adjectives supplied by the client
      2. Chapter Five. Skirting the hazards of a redesign
        1. What are the reasons for rebranding?
        2. Squeezing too hard
        3. Answers often lie in focus groups
        4. From corporate to familial
        5. A little more fine-tuning?
        6. Unifying the elements
        7. Show some diplomacy
      3. Chapter Six. Pricing design
        1. Talk first, quote later
      4. Chapter Seven. From pencil to PDF
        1. Mind mapping
        2. The necessity of the sketchpad
        3. The Tenth Commandment
        4. Defining insurance
        5. Internationally recognized
        6. No set time
        7. Too many ideas
        8. Form before color
        9. The value of context
        10. The pen is mightier than the mouse
      5. Chapter Eight. The art of the conversation
        1. Deal with the decision-maker
        2. #1: Conspire to help
        3. #2: Avoid intermediation
        4. #3: Take control
        5. #4: Keep the committee involved
        6. Under-promise, over-deliver
        7. Swallow a little pride
    9. Part III: Moving forward
      1. Chapter Nine. Staying motivated
        1. Never stop learning
        2. Be four years ahead
        3. Make a difference
        4. Step away from the computer
        5. Do it for yourself
        6. Create something new
        7. Reflect on your beginnings
        8. Show relentless desire
        9. But don’t overwork yourself
        10. Keep asking questions
        11. Start as you mean to go on
        12. Find common ground
        13. Use your deadlines
        14. Think laterally
        15. Improve how you communicate
        16. Manage your expectations
        17. Always design
        18. Follow your bliss
        19. Step back
      2. Chapter Ten. Your questions answered
        1. Originality trouble
        2. Measuring design’s return on investment
        3. Rights of use
        4. Communication breakdown
        5. Sealing the deal
        6. Overseas clients
        7. How many concepts?
        8. Friends and family
        9. Revision rounds
        10. Setting a schedule
        11. Researching the competition
        12. Worst client project
        13. Who owns what?
        14. Handling the workload
      3. Chapter Eleven. 31 practical logo design tips
        1. 1. Interview your client
        2. 2. Think clearly
        3. 3. Expect the unexpected
        4. 4. A logo doesn’t need to show what a company does
        5. 5. A symbol isn’t always necessary
        6. 6. Offer one thing to remember
        7. 7. Treasure your sketchpad
        8. 8. Leave trends to the fashion industry
        9. 9. There’s nothing wrong with using clichés
        10. 10. Work in black and white
        11. 11. Keep it relevant
        12. 12. Understand print costs
        13. 13. Preserve brand equity
        14. 14. Match the type to the symbol
        15. 15. Tag it
        16. 16. Offer a single-color version
        17. 17. Pay attention to contrast
        18. 18. Test at a variety of sizes
        19. 19. Reverse it
        20. 20. Turn it upside down
        21. 21. Don’t neglect the substrate
        22. 22. Know enough about trademark registration
        23. 23. Don’t be afraid of mistakes
        24. 24. Be flexible
        25. 25. A logo is just one small but important element
        26. 26. Remember, it’s a two-way process
        27. 27. Differentiation is key
        28. 28. Exercise cultural awareness
        29. 29. Aid recognition
        30. 30. Give context
        31. 31. Make people smile
      4. Chapter Twelve. Beyond the logo
        1. The delicious dream
        2. Cause and effect
        3. It’s all in the details
        4. You can’t buy happiness, but you can buy tea
        5. Beneath the waterline
    10. Recommended reading