Logo Theory: How Branding Design Really Works

Logo Theory: How Branding Design Really Works

by A Michael Shumate


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The famous identity designer Ivan Chermayeff said of Logo Theory, "at last somebody actually understands what identity design is all about and how it is accomplished."

Learn why certain corporate identities have been used for decades, some for more than half a century, and still look contemporary, while others look dated and tired in only a few years.

• There principles of identity design that don’t change, principles that transcend fad and fashion.

• Discover the four different kinds of corporate identity concepts and how that can help you generate more and better identity concepts

• Learn visual techniques that can turn a common concept into an uncommon, even remarkable identity.

• Avoid the Seven Deadly Sins of Logo Design.

• Learn all these things without years of fruitless trial and error.

With clear, real world examples, all of this is provided in Logo Theory: How Branding Design Really Works. You’ll see with your own eyes concepts and principles not found in any other book on branding design.

And they work.

Product Details

ISBN-13: 9780973933321
Publisher: Elfstone Press
Publication date: 06/07/2016
Pages: 156
Product dimensions: 8.50(w) x 8.50(h) x 0.42(d)

About the Author

A. Michael Shumate has been a career designer and illustrator for almost fifty years, having taught graphic design at university before getting his BFA degree in graphic design. Michael is now Professor Emeritus from St. Lawrence College (Kingston, Ontario) where he taught for 25 years. He is a public speaker, a passionate and pragmatic design evangelist on the Core Principles of Branding Design.

Table of Contents

Introduction 1
Chapter One: Foundational
Principles of Graphic Design 3
Section 1: Professional, Prima Donna or Artsy-Fartsy? 4
Section 2: Bedrock Principles 6
Section 3: What is the Purpose of Graphic Design? 7
Section 4: Form Follows....? 9
Section 5: Basic Principles of Design 11
Section 6: Legibility and Contrast 14
Section 7: Color and Contrast 18
Section 8: The Doctrine of
Coincide or Contrast 23
Chapter Two:
Branding Fundamentals 25
Section 9: A brief Overview of Branding History 26
Section 10: Evolution of
Some High Profile Identities 30
Section 11: Great Designers of the Last Century 33
Chapter Three: Core Principles
Generating Concepts 39
Section 12:
Corporate Identity Components 40
Section 13: Identity Concepts:
Corporate Activity 44
Section 14: Identity Concepts:
Corporate Ideals 46
Section 15: Identity Concepts:
Corporate Name 48
Section 16: Identity Concepts:
Abstract 50
Section 17: Knowing Your Client 52
Section 18: Self-Brainstorming 54
Chapter Four: Core Principles
Seven Deadly Sins of Logo Design 58
Section 19: Blowout 59
Section 20:
Deadly Sin of Logo Design #1:
Can't Work in Black Only 62
Section 21:
Deadly Sin of Logo Design #2:
Lack of Mass 65
Section 22:
Deadly Sin of Logo Design #3:
Obscure Contrast 68
Section 23:
Deadly Sin of Logo Design #4:
Wayward or Parts Out of Harmony 70
Section 24:
Deadly Sin of Logo Design #5:
Overlapping Elements 72
Section 25:
Deadly Sin of Logo Design #6:
Unrefined Shapes 74
Section 26:
Deadly Sin of Logo Design #7:
Tiny Elements, Thin Lines 76
Section 27: What's Left? 79
Chapter Five: Core Principles
Visual Techniques 82
Section 28: Visual Technique #1:
Containment 83
Section 29: Visual Technique #2:
Planar of Silhouette 85
Section 30: Visual Technique #3:
Fragmentation 87
Section 31: Visual Technique #4:
Unique Coincidence 89
Section 32: Visual Technique #5:
Linear Treatment 90
Section 33: Visual Technique #6:
Ligatures, Swashes and Flourishes 92
Section 34: Visual Technique #7:
Negative Shapes 95
Section 35: Visual Technique #8:
Essence 96
Section 36: Visual Technique #9:
A System of Shapes 98
Section 37: Visual Technique #10:
Sculpted Type 100
Section 38: Working at Creativity 104
Chapter Six: Core Principles
Color, Typographic and Spatial Issues 109
Section 39: Log and Signature
Color Basics 110
Section 40: Advanced
Color Issues for Identities 112
Section 41: Typographic
Issues with Signatures 120
Section 42: famous Fails 127
Section 43: Favicons 132
Section 44: Final Words 135
Glossary 138
Index 141

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