Designing Logos : The Process of Creating Symbols That Endure

How to design great logos, step by step by step * Lavishly illustrated with 750 color images * How-tos, case studies, and detailed analysis of well-known logos What makes a logo good? What makes it bad? What makes it great ? In this comprehensive guide, learn what it takes to create an enduring symbol. The entire process of logo design is examined, from the initial client interview to brainstorming, from first presentation to delivery of the final standards manual. Through 750 color illustrations, classic logos are analyzed, and readers will learn a thirteen-point system for measuring the effectiveness of any logo. Learn about the uses of positive and negative space, balance, color, and typography; follow intriguing case studies; discover how to make effective presentations to clients. Designers, marketing and branding specialists, educators, and students everywhere need this definitive guide to creating great logos. What makes a logo good or bad? Why do some logos still look great after decades of service? Designers, educators, students, marketing specialists, and fans of design need look no further than this invaluable sourcebook for answers to these questions and many more. Packed with tips and lavishly illustrated, Designing Logos is an accessible reference for the design and implementation of a logo--from the initial creative thought process, through the presentation of logo alternatives to a client, to final implementation, with valuable, practical information on: · Making a Logo Endure · Working with Clients · Estimating Project Costs · Finding Inspiration · Customizing Logotypes · Refreshing Old Logos · Preparing Logo Presentations · Patenting and Preserving Your Logo · Creating a Logo Standards Manual Prolific designer Jack Gernsheimer demonstrates the trial and error behind many successful logos, offering a number of case studies to dissect the design process of recognizable marks. As added inspiration for any designer or aspiring designer, a detailed timeline explores the creative process behind famous logos from Steinway & Sons to National Geographic. Designing Logos is an essential tool for making well-informed decisions about the quality of logos. "Packed with tips and lavishly illustrated, Designing Logos is an accessible reference for the design and implementation of a logo - from the initial creative thought process, through the presentation of logo alternatives to a client, to final implementation, with valuable, practical information on: making a logo endure, working with clients, estimating project costs, finding inspiration, customizing logotypes, refreshing old logos, preparing logo presentations, patenting and preserving your logo, and creating a logo standards manual." "Prolific designer Jack Gernsheimer demonstrates the trial and error behind many successful logos, offering a number of case studies to dissect the design process of recognizable marks. As added inspiration for any designer or aspiring designer, a detailed timeline explores the creative process behind famous logos from Steinway & Sons to National Geographic. Designing Logos is an essential tool for making well-informed decisions about the quality of logos."--Jacket Learn to design great logos step by step with this illustrated handbook featuring how-tos and detailed case studies of famous logos. In Designing Logos, graphic designer Jack Gernsheimer discusses the principles behind effective, memorable logos. He then takes readers through the entire process of logo design, from the initial client interview and early brainstorming to concept, presentation, and delivery of the final standards manual. Through 750 color illustrations, classic logos are analyzed, and readers will learn a thirteen-point system for measuring the effectiveness of any logo. Learn about the uses of positive and negative space, balance, color, and typography; follow intriguing case studies; and discover how to make effective presentations to clients. This authoritative handbook is essential reading for designers, marketing and branding specialists, educators, and students.