Logo Design Love, Annotated and Expanded Edition, Second Edition

Table of contents

1. Title Page
2. Copyright Page
3. About the author
4. Contributors
5. Contents
6. Introduction
7. Part I: The importance of brand identity
   1. Chapter one. We’re surrounded
   2. Chapter two. It’s the stories we tell
      1. None genuine without this signature
      2. A logoless company is a faceless man
      3. Seen by millions
      4. Only if the Queen agrees
      5. Symbols transcend boundaries
      6. Identity design as part of our language
      7. Rethinking the importance of brand identity
   3. Chapter three. Elements of iconic design
      1. Keep it simple
      2. Make it relevant
      3. Incorporate tradition
      4. Aim for distinction
      5. Commit to memory
      6. Think small
      7. Focus on one thing
      8. The seven ingredients of your signature dish
      9. Remember that rules are made to be broken
8. Part II: The process of design
   1. Chapter four. Laying the groundwork
      1. Calming those nerves
      2. Brief, not abrupt
      3. Gathering preliminary information
      4. More detail
      5. A quick note on the decision-maker
      6. Give your client time and space
      7. But maintain the focus
      8. Study time
      9. Assembling the design brief
      10. A mission and some objectives hold the key
      11. Field research making a difference
      12. Bringing the details to life
      13. Culling the adjectives supplied by the client
   2. Chapter five. Skirting the hazards of a redesign
      1. What are the reasons for rebranding?
      2. Squeezing too hard
      3. Answers often lie in focus groups
      4. From corporate to familial
      5. A little more fine-tuning?
      6. Unifying the elements
      7. Show some diplomacy
   3. Chapter six. Pricing design
      1. Talk first, quote later
   4. Chapter seven. From pencil to PDF
      1. Mind mapping
      2. The necessity of the sketchpad
      3. The Tenth Commandment
      4. Defining insurance
      5. Internationally recognized
      6. No set time
      7. Too many ideas
      8. Form before color
      9. The value of context
      10. The pen is mightier than the mouse
   5. Chapter eight. The art of the conversation
      1. Deal with the decision-maker
      2. #1: Conspire to help
      3. #2: Avoid intermediation
      4. #3: Take control
      5. #4: Keep the committee involved
      6. Under-promise, over-deliver
      7. Swallow a little pride
9. Part III: Moving forward
   1. Chapter nine. Staying motivated
      1. Never stop learning
      2. Be four years ahead
      3. Make a difference
      4. Step away from the computer
      5. Do it for yourself
      6. Create something new
      7. Reflect on your beginnings
      8. Show relentless desire
      9. But don’t overwork yourself
      10. Keep asking questions
      11. Start as you mean to go on
      12. Find common ground
      13. Use your deadlines
      14. Think laterally
      15. Improve how you communicate
      16. Manage your expectations
      17. Always design
      18. Follow your bliss
      19. Step back
   2. Chapter ten. Your questions answered
      1. Originality trouble
      2. Measuring design’s return on investment
      3. Rights of use
      4. Communication breakdown
      5. Sealing the deal
      6. Overseas clients
      7. How many concepts?
      8. Friends and family
      9. Revision rounds
      10. Setting a schedule
      11. Researching the competition
      12. Worst client project
      13. Who owns what?
      14. Handling the workload
   3. Chapter eleven. 31 practical logo design tips
      1. 1. Interview your client
      2. 2. Think clearly
      3. 3. Expect the unexpected
      4. 4. A logo doesn’t need to show what a company does
      5. 5. A symbol isn’t always necessary
      6. 6. Offer one thing to remember
      7. 7. Treasure your sketchpad
      8. 8. Leave trends to the fashion industry
      9. 9. There’s nothing wrong with using clichés
      10. 10. Work in black and white
      11. 11. Keep it relevant
      12. 12. Understand print costs
      13. 13. Preserve brand equity
      14. 14. Match the type to the symbol
      15. 15. Tag it
      16. 16. Offer a single-color version
      17. 17. Pay attention to contrast
      18. 18. Test at a variety of sizes
      19. 19. Reverse it
      20. 20. Turn it upside down
      21. 21. Don’t neglect the substrate
      22. 22. Know enough about trademark registration
      23. 23. Don’t be afraid of mistakes
      24. 24. Be flexible
      25. 25. A logo is just one small but important element
      26. 26. Remember, it’s a two-way process
      27. 27. Differentiation is key
      28. 28. Exercise cultural awareness
      29. 29. Aid recognition
      30. 30. Give context
      31. 31. Make people smile
   4. Chapter twelve. Beyond the logo
      1. The delicious dream
      2. Cause and effect
      3. It’s all in the details
      4. You can’t buy happiness, but you can buy tea
      5. Beneath the waterline
10. Recommended reading
11. Index: Looking for something?