Logo Design Love · A guide to creating iconic brand identities (Voices That Matter) by Airey, David -- Read -- Imperial Library of Trantor

Index

Title Page Copyright Page About the author Contributors Contents Introduction Part I: The importance of brand identity

Chapter one. We’re surrounded 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 of your signature dish Remember that rules are made to be broken

Part II: The process of design

Chapter four. Laying the groundwork

Calming those nerves Brief, not abrupt Gathering preliminary information More detail A quick note on the decision-maker Give your client time and space But maintain the focus Study time Assembling the design brief A mission and some objectives hold the key Field research making a difference Bringing the details to life Culling the adjectives supplied by the client

Chapter five. Skirting the hazards of a redesign

What are the reasons for rebranding? Squeezing too hard Answers often lie in focus groups From corporate to familial A little more fine-tuning? Unifying the elements Show some diplomacy

Chapter six. Pricing design

Talk first, quote later

Chapter seven. From pencil to PDF

Mind mapping The necessity of the sketchpad The Tenth Commandment Defining insurance Internationally recognized No set time Too many ideas Form before color The value of context The pen is mightier than the mouse

Chapter eight. The art of the conversation

Deal with the decision-maker #1: Conspire to help #2: Avoid intermediation #3: Take control #4: Keep the committee involved Under-promise, over-deliver Swallow a little pride

Part III: Moving forward

Chapter nine. Staying motivated

Never stop learning Be four years ahead Make a difference Step away from the computer Do it for yourself Create something new Reflect on your beginnings Show relentless desire But don’t overwork yourself Keep asking questions Start as you mean to go on Find common ground Use your deadlines Think laterally Improve how you communicate Manage your expectations Always design Follow your bliss Step back

Chapter ten. Your questions answered

Originality trouble Measuring design’s return on investment Rights of use Communication breakdown Sealing the deal Overseas clients How many concepts? Friends and family Revision rounds Setting a schedule Researching the competition Worst client project Who owns what? Handling the workload

Chapter eleven. 31 practical logo design tips

1. Interview your client 2. Think clearly 3. Expect the unexpected 4. A logo doesn’t need to show what a company does 5. A symbol isn’t always necessary 6. Offer one thing to remember 7. Treasure your sketchpad 8. Leave trends to the fashion industry 9. There’s nothing wrong with using clichés 10. Work in black and white 11. Keep it relevant 12. Understand print costs 13. Preserve brand equity 14. Match the type to the symbol 15. Tag it 16. Offer a single-color version 17. Pay attention to contrast 18. Test at a variety of sizes 19. Reverse it 20. Turn it upside down 21. Don’t neglect the substrate 22. Know enough about trademark registration 23. Don’t be afraid of mistakes 24. Be flexible 25. A logo is just one small but important element 26. Remember, it’s a two-way process 27. Differentiation is key 28. Exercise cultural awareness 29. Aid recognition 30. Give context 31. Make people smile

Chapter twelve. Beyond the logo

The delicious dream Cause and effect It’s all in the details You can’t buy happiness, but you can buy tea Beneath the waterline

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