Logo design love : a guide to creating iconic brand identities
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...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
[Place of publication not identified]
New Riders
2010
|
| Edición: | 1st edition |
| Colección: | Voices that matter Logo design love
|
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009629025406719 |
Tabla de Contenidos:
- Cover
- Contents
- Introduction
- I: The importance of brand identity
- Chapter one: No escape!
- 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 in your signature dish
- Remember that rules are made to be broken
- 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
- But maintain the focus
- 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
- 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
- Chapter seven: 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 than the mouse
- Chapter eight: 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 and then over-deliver
- Swallow that pride
- III: Keep the fires burning
- Chapter nine: 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 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
- Chapter ten: Your questions answered
- Similar looking logos
- Rights of use
- Online portfolio creation
- Seal the deal
- Overseas clients
- How many concepts?
- Friends and family
- Design revisions
- Project time frames
- Researching the competition
- Internships
- Worst client project
- Tools of the trade
- Handling the workload
- Who owns what?
- Chapter eleven: 25 practical logo design tips
- 1. Questions, questions, questions
- 2. Understand print costs
- 3. Expect the unexpected
- 4. A logo doesn't need to say what a company does
- 5. Not every logo needs a mark
- 6. One thing to remember
- 7. Don't neglect the sketchpad
- 8. Leave trends to the fashion industry
- 9. Step away from Photoshop
- 10. Work in black and white
- 11. Keep it relevant
- 12. Remember legibility
- 13. Be consistent
- 14. Match the type to the mark
- 15. Offer a single-color version
- 16. Pay attention to contrast
- 17. Aid recognition.
- 18. Test at a variety of sizes
- 19. Reverse it
- 20. Turn it upside down
- 21. Consider trademarking your design
- 22. Don't neglect the substrate
- 23. Don't be afraid of mistakes
- 24. A logo is not a brand
- 25. Remember, it's a two-way process
- Design resources: Help from elsewhere
- Graphic design blogs
- Iconic designers
- Recommended books
- Index: Looking for something?.
