Contents
Part I The importance of brand identity
Chapter two It’s the stories we tell
None genuine without this signature
A logoless company is a faceless man
Identity design as part of our language
Rethinking the importance of brand identity
Chapter three Elements of iconic design
The seven ingredients of your signature dish
Remember that rules are made to be broken
Chapter four Laying the groundwork
Gathering preliminary information
A quick note on the decision-maker
Give your client time and space
A mission and some objectives hold the key
Field research making a difference
Culling the adjectives supplied by the client
Chapter five Skirting the hazards of a redesign
What are the reasons for rebranding?
Answers often lie in focus groups
Chapter seven From pencil to PDF
The necessity of the sketchpad
The pen is mightier than the mouse
Chapter eight The art of the conversation
#4: Keep the committee involved
Chapter nine Staying motivated
Chapter ten Your questions answered
Measuring design’s return on investment
Chapter eleven 31 practical logo design tips
4. A logo doesn’t need to show what a company does
5. A symbol isn’t always necessary
6. Offer one thing to remember
8. Leave trends to the fashion industry
9. There’s nothing wrong with using clichés
14. Match the type to the symbol
16. Offer a single-color version
18. Test at a variety of sizes
21. Don’t neglect the substrate
22. Know enough about trademark registration
23. Don’t be afraid of mistakes
25. A logo is just one small but important element
26. Remember, it’s a two-way process
28. Exercise cultural awareness
Chapter twelve Beyond the logo