Diseñador Gráfico

a guide to creating
iconic brand identities
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, Aireygives
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
www.cgstudionyc.com

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please send this PDF to a designer or client who will
benefit from understanding what’s involved in the
process of brand identity design.

Contents

Introduction

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I

The importance of brand identity

Chapter one

No escape!

2

Chapter two

It’s the stories we tell
None genuine without this signature
A logoless company is a facelessman
Seen by millions
Only if the Queen agrees
Symbols transcend boundaries
Identity design as part of our language
Rethinking the importance of brand identity

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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 inyour signature dish
Remember that rules are made to be broken

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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

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v

Logo Design Love

But maintain thefocus
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

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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

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Chapter seven

vi

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Frompencil 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

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Contents

Chapter eight

The art of the conversation
Deal with thedecision-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

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III

Keep the fires burning

Chapter nine

Staying motivated
Never stop learning
Be four years ahead
Create for you
Step away from thecomputer
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

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