LogoLounge 5

introduction

TB

Provision(RP)-LogoLounge 5

CD209-12/3184 1st proof

LL5 001-007.1_.indd 6LL5 001-007.1_.indd 6 2/3/09 5:12:17 PM2/3/09 5:12:17 PM

7

While at a recent conference in Moscow, I was drawn into a private

conversation with an amazing brain trust of the world’s top-tier

brand strategists. It was a group dominated by planners and

implementers, but shy on designers. With no clients within ear-

shot, discussion centered on the inability of customers to main-

tain brand focus over the long term. Plans and strategies shift,

brand managers move, ownership and products change—all make

building consistency as easy as pushing a rope. “Where is the

constant?” one professional asked.

Corporations go through the same changes that occur in countries

around the world. Occasionally, there’s a new leader with new

policies, or political parties change, or new laws are created. But

unless there’s a full-scale revolution, the fl ag of the country pretty

much stays the same. The constant is the logo.

Logo designers are the fl ag designers of the corporate world.

When a brand stands ready to send a message to its public, you

can be assured that it will be delivered with the corporate colors

fl ying overhead.

Welcome to a book full of some pretty amazing fl ags. The design-

ers who created the 2,000 logos in this book have a good grip

on the process of boiling a concept down to its essence. They

have created logos that brand loyalists and converts alike feel

good about saluting. And as diverse as the content is, each mark

speaks to its population because the designer is able to evoke

an emotion or establish a mood without being overt or trite. The

designer understands how to create an eloquent visual voice that

is singular to the client.

Every branding or rebranding project has its own unique story that

can only be comprehended by pulling back the sanitary public

curtain and peering into the process. Journey here into the stories

behind the story with case studies of the world’s largest retailer,

Walmart, or Australia’s largest grocer, Woolworths. Explore devel-

opment of the icon language for Apple’s iPhone and the moving

visual identity of telecommunication giant Swisscom. Read the

story icons created for a Croatian Fairy Tale Festival, or fl ip for-

ward to a new identity for the world’s largest library, the Library

of Congress.

Crossing broad cultures, the logos in this book were selected

from more than 33,000 submissions from designers in over 100

countries around the world. An international panel of eight brand

experts meticulously scrutinized and ranked these submissions to

sift down to this amazing collection. Each winning logo was cat-

egorized in this book to create a logical and seamless resource.

Your ability to effi ciently sort through thousands of logos is a

hallmark of www.LogoLounge.com. The site contains more than

100,000 logos to date, contributed by thousands of international

members. These members represent the brightest designers from

the largest of top-tier fi rms to the smallest shops in nearly every

country on Earth.

It’s never been easier for clients and designers to make connec-

tions than through this book or through LogoLounge.com. The site

allows any member to quickly search an immense database for

reference, inspiration, or contacts. Finding relevant content is as

easy as entering a simple keyword, industry, style, client, designer,

design fi rm, date range, or other term.

New features make visual searching even quicker and more intui-

tive, and lightboxes allow the user to easily sort and organize

content for convenient access. Every membership also allows the

user to upload his or her own work to be considered for inclusion

in the next volume of the LogoLounge book series.

Sample a bit of the site for free by logging into www.logolounge.

com/book5, where you can search through the logos from this

book using the same tools our full members use to peruse the

world’s largest searchable collection of logos. Learn more about

the 2,000 fl ags that are fl ying higher than any other today.

—Bill Gardner

TB

Provision(RP)-LogoLounge 5

CD209-12/3184 1st proof

LL5 001-007.1_.indd 7LL5 001-007.1_.indd 7 2/3/09 5:12:17 PM2/3/09 5:12:17 PM