Pub. Date:
Rockport Publishers
Logo Design Workbook: A Hands-On Guide to Creating Logos

Logo Design Workbook: A Hands-On Guide to Creating Logos

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This is the first book in a new series of practical and inspirational workbooks from Rockport Publishers, which will cover all the fundamental areas of the graphic design business. This edition, Logo Design Workbook, focuses on creating powerful logo designs and answers the question, "What makes a logo work?" In the first half of the book, authors Sean Adams and Noreen Morioka walk readers step-by-step through the entire logo development process. Covered topics include: developing a concept that communicates the right message and is appropriate for both the client and the market; defining how the long term goals of the client might affect the look and needs of the mark; choosing thoughtful colors and typefaces; avoiding common mistakes; and deciphering why some logos are successful while others are not. The authors then take the design process one step further with an extensive exploration of the process of developing a graphic standards manual. By setting the range of flexibility, a logo is defined in terms of color, typography, placement, and additional elements. With the standards set, designers can feel confident that their work will maintain the original intent and strength through the mark's life. The second portion of the book is composed of in-depth case studies on logos designed for a variety of industries. Each case study explores the design brief, the relationship with the client, the time frame, and the results. AdamsMorioka has created a powerful workbook that provides designers of all levels with all the tools they need to create logos that will succeed for their clients year after year.

Product Details

ISBN-13: 9781592530328
Publisher: Rockport Publishers
Publication date: 04/28/2004
Pages: 240
Product dimensions: 9.40(w) x 9.26(h) x 0.93(d)

About the Author

Sean Adams is the Executive Director of the Graphic Design Graduate Program at ArtCenter, founder of Burning Settlers Cabin studio, and on-screen author for In. He is the only two term AIGA national president in AIGA's 100-year history. In 2014, Adams was awarded the AIGA Medal, the highest honor in the profession.

He is an AIGA Fellow and an Aspen Design Fellow. He has been recognized by every major competition and publication including; How, Print, Step, Communication Arts, Graphis, AIGA, The Type Directors Club, The British Art Director's Club, and the Art Director's Club. Adams has been exhibited often, including a solo exhibition at the San Francisco Museum of Modern Art. Adams is an author of multiple magazine columns and several best-selling books. He has been cited as one of the 40 most important people shaping design internationally, and one of the top 10 influential designers in the United States.

Previously, Adams was a founding partner at AdamsMorioka. His clients have included the Academy of Motion Picture Arts and Sciences, Disney, Mohawk Fine Papers, the Metropolitan Opera, Los Angeles County Museum of Natural History, Richard Meier & Partners, Sundance, and the University of Southern California.

Sean Adams and Noreen Morioka are partners at AdamsMorioka, a Los Angeles-based strategy and communications firm with offices in Beverly Hills and New York. AdamsMorioka has been globally recognized by every major competition and publication, including Communication Arts, AIGA, Graphis, and the New York Art Director's Club. Adams is the national president and past national board member of AIGA, and past president of AIGA Los Angeles. Terry Lee Stone is a design management consultant, educator and writer based in Los Angeles. Stone currently consults to various design firms, including BMW Group Designworks USA. In addition to practicing professionally, Terry teaches at California Institute of the Arts (CalArts). Stone has been on the Board of Directors of the American Institute of Graphic Arts (AIGA) in Atlanta, Los Angeles and Miami, where she also served as the chapter’s president. She served nationally as the president of the AIGA Chapter President’s Council.

Table of Contents

Why and What11
Why a Logo?12
What Is a Logo?16
The Ten Rules21
1.Answer who, what, why?
2.Identify, don't explain
3.Understand limitations
4.Be seductive
5.Make mnemonic value
6.Pose a question
7.Design for longevity
8.Make the logo the foundation of a system
9.Design for a variety of media
10.Be strong
Logo Development43
Hierarchy and scale
Static vs. changeable
System Dynamics67
Creating a kit of parts
Various media
Implementing Logos79
Anatomy of a standards manual
Various media
Staying Involvled: Auditing Systems
Case Studies100
AdamsMorioka, Inc. Beverly Hills
Atelier Works London
Blue river Newcastle Upon Tyne
Cahan & Associates San Francisco
Chermayeff & Geismar Inc. New York
Concrete Design Communications Inc. Toronto
CPd Melbourne
Crosby Associates Chicago
Doyle Partners New York
Dynamo Dublin
Format Design Hamburg
Frankfurt Balkind New York
Johnson Banks London
Kinetic Singapore Singapore
KINETIK Washington, D.C.
KROG Ljubljana, Slovenia
Landor Associates San Francisco
Landor Associates International Limited Tokyo
Liska + Associates, Inc. Chicago
Manx Kommunikationsdesign Essen
Methodologie Seattle
Morla Design San Francisco
Ogilvy & Mather, Brand Intergration Group New York
Pentagram Design New York
Pentagram Design San Francisco
Pentagram Design Ltd. London
Ph.D. Santa Monica
Porto+Martinez designStudio Rio de Janeiro
Rigsby Design Houston
Steinbranding Buenos Aires
Stilradar Stuttgart
Untitled Kent, England
VSA Partners Chicago
John Beilenberg Belfast, Maine
Designer Logo Gallery224
Lost Logos228
Logo Gallery232
Designer Directory238

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Logo Design Workbook: A Hands-On Guide to Creating Logos 5 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
Guest More than 1 year ago
Subtitled 'A hands-on guide to creating logos,' the book Logo Design Workbook is a must on the studio library shelf of any designer interested in the creation of logos. Now in paperback, this Rockport Publishers offering covers all aspects of identity design clearly and specifically. From 'The Ten Rules' to 'Implementing Logos,' the authors provide a visual smorgasbord of case studies and examples from firms such as Landor Associates, Morla Design, Pentagram, and over 45 other studios of all sizes, in explaining the basics and the idiosynchrocies of the logo design process. This book should be required reading for the students of any educational institution as they begin to study the creation of identities. - Jeff Fisher, Logo Notions/CreativeLatitude and bLog-oMotives