Pearson - Logo Design Love A.Guide to Creating Iconic Brand Identities 2009 RETAi L EBook - Di Gi Book

Pearson - Logo Design Love A.Guide to Creating Iconic Brand Identities 2009 RETAi...

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a guide to creating iconic brand identities from david airey

Logo Design Love: A Guide to Creating Iconic Brand Identities David Airey

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New Riders is an imprint of Peachpit, a division of Pearson Education Copyright © 2010 by David Airey

Acquisitions editor: Nikki Echler McDonald Development editors: Robin Drake and Jill Marts Lodwig Production editor: Cory Borman Indexer: Jack Lewis Cover and interior design: David Airey

Notice of rights All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For information on getting permission for reprints and excerpts, contact

Notice of liability The information in this book is distributed on an “As Is” basis without warranty. While every precaution has been taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it.

Trademarks Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and services identifi ed throughout this book are used in editorial fashion only and for the benefi t of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affi liation with this book.

9 8 7 6 5 4 3 2 1 Printed and bound in the United States of America

David Airey, a graphic designer from Northern Ireland, has been intrigued by brand identity since the 1990s, when he enrolled in his fi rst graphic design course. Having honed his skills working in the United Kingdom and the United States, he then made a conscious choice to specialize in brand identity design, where his passion lies.

Self-employed since 2005, David has amassed an impressive global client list, including the likes of Yellow PagesTM (Canada), Giacom (England), and Berthier Associates (Japan).

He writes two of the most popular graphic design blogs on the Internet, and, attracting more than 250,0 online visitors per month and approximately 1 million monthly page views.

About the author

160over90 300million Andrew Sabatier Fertig Design Gerard Huerta Ivan Chermayeff Jerry Kuyper Jonathan Selikoff Josiah Jost Kevin Burr Lindon Leader Logo Motive Designs Maggie Macnab Malcolm Grear Designers Michael Kosmicki Mike Rohde Moon Brand Muamer Adilovic Nancy Wu Roy Smith Rudd Studio smashLAB SomeOne Stephen Lee Ogden studio1500 UnderConsideration

Contributors (a huge thanks)

Chapter one No escape!2
Chapter two It’s the stories we tell8

I The importance of brand identity

Seen by millions1

None genuine without this signature 9 A logoless company is a faceless man 10 Only if the Queen agrees 12 Symbols transcend boundaries 13

Identity design as part of our language 18 Rethinking the importance of brand identity 21

Keep it simple2
Make it relevant25
Incorporate tradition28
Aim for distinction30
Commit to memory3
Think small34
Focus on one thing36

Chapter three Elements of iconic design 2

The seven ingredients in your signature dish 38 Remember that rules are made to be broken 39

Chapter four Laying the groundwork42
Shaking out the jitters42

I The process of design

It’s all in the design brief 43

Gathering preliminary information 4 Asking the tougher questions 45 Give your client time and space 48


Logo Design Love

But maintain the focus48
Homework time48

vi Assembling the design brief 49

A mission and some objectives hold the key 50

Field research to the rescue 53

Bringing the details of client discussions to life 56 Culling the adjectives supplied by the client 59

Chapter fi ve Skirting the hazards of a redesign 62

Don’t squeeze too hard63

What are the reasons for rebranding? 63 When emotions run high 67

Answers often lie in focus groups 68

From “unresponsive” to “caring” 69 Maybe just some tweaking? 72 Remember your manners 75

Chapter six Pricing design76

The design pricing formula 76

Handling print costs82
The money exchange85
Spec work87

Hourly rates or a set fee? 81 Receipt of a down payment 84 Everyone makes mistakes 89

Chapter seven From pencil to PDF90

The fundamental necessity of the sketchpad 96

Pinning the map102
No set time107
Dress for success109

The Tenth Commandment 98 Internationally recognized 104 Black and white before color 1

Where Photoshop comes into play 114 The pen is mightier than the mouse 116

Contents vii

Rule #3: Take control128

Chapter eight The art of the conversation 118 Deal with the decision-maker 119 Rule #1: Conspire to help 124 Rule #2: Avoid intermediation 126

Swallow that pride136

Rule #4: Keep the committee involved 132 Don’t forget to under-promise and then 134 over-deliver

Chapter nine Staying motivated144
Never stop learning145
Be four years ahead147
Create for you148
Balance your life150
Journey back in time150
Show relentless desire151

I Keep the fi res burning Step away from the computer 149 But don’t overwork yourself 151

Find common ground153
Deadline looming154
Think laterally155
Always design157
Follow your bliss157

We all get stuck, no matter who we are 152 Start on the right foot, and stay on the 153 right foot Improve how you communicate 156 Manage your expectations 156 Not everyone is as fortunate 159

Similar looking logos160

Chapter ten Your questions answered 160 Rights of use 161

Logo Design Love viii

Seal the deal167
Overseas clients168
How many concepts?169
Friends and family170
Design revisions171
Project time frames172
Worst client project174
Tools of the trade175
Handling the workload176
Who owns what?177

Online portfolio creation 162 Researching the competition 173

1. Keep it relevant184
13. Be consistent185
17. Aid recognition187
19. Reverse it188
20. Turn it upside down188

Chapter eleven 25 practical logo design tips 178 1. Questions, questions, questions 178 2. Understand print costs 179 3. Expect the unexpected 179 4. A logo doesn’t need to say what a 180 company does 5. Not every logo needs a mark 180 6. One thing to remember 181 7. Don’t neglect the sketchpad 182 8. Leave trends to the fashion industry 183 9 Step away from Photoshop 183 10. Work in black and white 184 12. Remember legibility 185 14. Match the type to the mark 186 15. Offer a single-color version 186 16. Pay attention to contrast 187 18. Test at a variety of sizes 187 21. Consider trademarking your design 189


2. Don’t neglect the substrate 190 23. Don’t be afraid of mistakes 190 24. A logo is not a brand 190 25. Remember, it’s a two-way process 191

Design resources Help from elsewhere192
Graphic design blogs192
Iconic designers193
Recommended books194

Index Looking for something? 198

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