from david airey
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 asurprisingly 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.
Chermayeff & Geismar
The following pages contain the book’s table of contents plus a free chapter. Ifyou like what you see, please send this PDF to a designer or client who will benefit from understanding what’s involved in the process of brand identity design.
Chapter one Chapter two
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 theQueen 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 2 8 9 10 11 12 13 18 21 22 22 25 28 3033 34 36 38 39
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 42 42 43 44 45 48
Logo Design Love
But maintain the focus Homework time Assembling the design brief A mission and some objectives hold thekey 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 Pricing design The designpricing 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 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 thanthe mouse
48 48 49 50 53 56 59 62 63 63 67 68 69 72 75 76 76 81 82 84 85 87 89 90 90 96 98 102 104 107 109 111 114 116
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 andthen over-deliver Swallow that pride
118 119 124 126 128 132 134 136
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 footFind 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 144 145 147 148 149 150 150 151 151 152 153 153 154 155 156 156 157 157 159 160 160 161
Logo Design Love
Online portfolio creation Seal the deal...