Title:
Logo creed : the mystery, magic, and method behind designing great logos / Bill Gardner.
Author:
Gardner, Bill (Bill K.)
Fishel, Catharine M.
Publication Information:
Beverly, Massachusetts : Rockport Publishers, 2013.
Call Number:
NC1002 .L63 G365 2013
Abstract:
Overview: Written by the founder of LogoLounge.com, this comprehensive handbook speaks to the magic of design and provides a glimpse into the designer's creed. Logo Creed puts designers directly in touch with strong mentors who speak candidly about the processes that lead to successful designs. Designers including David Airey, Bill Gardner, Von Glitschka, Paul Howalt, Jerry Kuyper, Brian Miller, Miles Newlyn, Sherwin Schwartzrock, Felix Sockwell, plus many more share their sketches, brainstorms, false starts and most successful techniques. Logo Creed shows you how to navigate the discovery process from research, reading the air for clues, and making the best use of budgets, to knowing what sort of mark to create. From there, you will move into development, where you will learn how to identify the most potent ideas, brainstorm effectively by yourself or with others, recognize the components of great logos, and understand how to distill ideas down to the very best solution. Finally, you will move into the delivery process, where you will learn to build brand DNA, craft presentations for specific situations and clients, tell the brand story, and keep your designs vital and alive even after they leave your hands. This book is highly beneficial for students, self-taught designers, and those who never stop learning.
ISBN:
9781592538287
Physical Description:
215 pages : illustrations (chiefly color) ; 27 cm
General Note:
"Written by the founders of LogoLounge.com, this comprehensive handbook is an expansive collection of logo designs, containing the expertise of LogoLounge as well as the range of amazing logo designs that are culled on the LogoLounge website. While the book is headed by LogoLounge founder Bill Gardner, it is truly a collaboration of the best designers on the LogoLounge website as they share their expertise and experiences, making it the go-to handbook for understanding and executing successful logos. With its in-depth historical content, as well as its detailed breakdown of the design process and the fundamental elements behind great logos, this book is highly beneficial for both students and self-taught designers"-- Provided by publisher.
Includes index.
Subject Term:
Contents:
Introduction -- Section 1: Discovery: -- Origins: -- Origins of identity -- Corporations replace kingdoms -- New business, new stories -- Next step -- Value of an identity: -- Differentiation -- Aspiration and inspiration -- R word: -- Talk to me -- Reasons why -- Oral discovery -- Visual discovery -- Get to know the competition -- Graphical differentiation -- Study adjacent fields -- What's in the air?: -- International considerations -- Practical concerns: -- Other special concerns -- Last word on research -- Logo redesigns: special concerns: -- Respect equity -- Don't make sweeping judgments -- Anticipate obsolescence -- Design for who they will be -- What sort of mark should it be?: -- Logo/symbol/mark -- Logotype/wordmark -- Combination mark -- Icons and favicons -- Section 2: Development: -- Generating ideas: -- Draw, draw, draw, draw -- Feed your brain wisely -- Traps to avoid -- What the process can look like: -- Case Study 1: Miles Newlyn -- Case Study 2: Sherwin Schwartzrock -- Case Study 3: Paul Howalt -- Case Study 4: David Airey -- Case Study 5: Brian Miller -- Case Study 6: Von Glitschka -- Case Study 7: Felix Sockwell -- Case Study 8: Moving Brands, with chief creative officer Mat Heinl -- Favorite techniques: -- Bill Gardner -- David Airey -- Paul Howalt -- Miles Newlyn -- Brian Miller -- Felix Sockwell -- Sherwin Schartzrock -- Von Glitschka -- Brainstorming: -- Group brainstorming -- Solo brainstorming -- Forced random connections -- Did you try: -- Amalgams -- Concentric -- Continuous line -- Dry brush -- Encrusted -- Folds -- Ghosts -- Glassine -- Handmade -- Mezzotint -- Monoline -- Motion -- Optical illusion -- Orbs -- Photographic -- Pixels -- Ribbons -- Scribbles -- Selective focus -- Series -- Shadow -- Transparent -- Triangles -- Vibrate -- Woven -- Incubation: -- Reserve time to relax -- What defines a great logo?: -- It lives (on at least) three levels -- It has economy of line -- It has quality craftsmanship -- Sweet line is there -- It has clever juxtaposition -- It truthfully conveys who the client is -- More perspectives -- Refinement: -- Select a diversity of concepts -- Select a diversity of styles -- Preparing for presentation -- Finessing -- Considering color -- Designing lockups: -- Predicting usage -- Section 3: Delivery: -- Presentation and preparation: -- Entering discussions -- Reiterating objectives -- Presentation process -- Application: -- Brand -- What should the DNA contain? -- Meet the brand steward -- Graphic standards manual -- Implementation: -- Teaching a brand story -- Preparing the ambassadors -- Managing expectations -- How to predict the future: -- Avoid the latest craze -- Plotting design trajectories -- Epilogue -- Contributors -- About the author -- Photographer credits -- Index.
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