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Smashing Logo Design: The Art of Creating Visual Identities by Gareth Hardy

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Introduction

My first memory of being fascinated by a logo was when I was 4 or 5 years old, around the time my dad first introduced me to my favorite football team. Even at that tender young age, I thought it was great that I could identity with my team of choice by seeing the club crest emblazoned on the jerseys of the players and on the stadium that they played in. I’d ask for the latest replica shirt for birthdays and Christmases, and I insisted that my whole bedroom be adorned with the official crest. The wallpaper, curtains, bed linens, lamp, rug—everything featured the logo.

I even spent time messing around with my own artwork by carefully tracing over a print of the logo I found in a magazine, until I felt confident enough in my own abilities to draw it freehand. These early behaviors practically carved out my career path. The beautiful thing about logos is that they can affect our lives without our even noticing. They have a lasting impact on designers and nondesigners alike. We live in a branded world, and that’s not about to change any time soon.

In the years I spent employed as a graphic designer, the task I relished most was designing a logo. To this day, I still find logo design to be the most challenging and rewarding project of any of the different design disciplines that I undertake. It’s a great feeling when you know that you’ve successfully answered a tough brief or made someone else’s vision become a reality. My passion for logo design and brand identity led ...

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