The Elements of Logo Design: Design Thinking, Branding, and Making Marks

“A logo is the most visible signal of a brand. Capturing the brand essence in a single, memorable mark is no easy feat.

The Elements of Logo Design: Design Thinking, Branding, and Making Marks discusses the principles of graphic design then applies them specifically to logo design. It is an expansion of seven online tutorials with updated images and greatly expanded text.

Chapter titles are:

  1. Five Steps to Improve Your Design Process: Using Logic to Refine a Design Idea
  2. Putting It Together: Achieving a Unified Design
  3. Frozen Sound: Emphases and Pauses in Visual Language
  4. How a Logo Fits into a Company’s Branding Strategy
  5. How to Build a Logo: Type and Space
  6. How to Build a Logo: Image and Space
  7. How to Build a Logo: Type, Image, and Space

With a foreword by Jerry Kuyper, widely recognized as one of the top twenty-five logo designers of all time. “There are books full of logo examples. This book stands out because it discusses graphic design principles and then shows how they apply to logo design. It has fresh insights and different thinking on the process of designing logos. I am delighted to welcome Alex’s thoughtful book to my library.” Jerry Kuyper has more than thirty years of experience directing and designing corporate and brand identity programs and has worked for Lippincott, Landor, Siegel & Gale, and Saul Bass & Associates.

From the Introduction

“If you accept that logos are a significant component to brand building, and brands should not be invisible, and making something visible requires taking a risk to stand out, then please consider the following. . . . Creating cool design is much harder than merely giving clients what they ask for. It takes vision and creativity to turn an obvious set of criteria into a fresh, memorable, “creative” expression of the real, underlying problem. . . .  Design is the marriage of need and useful expression. . . . Hire the best, challenge them to do their best, and don’t get in their way.”

The back cover copy reads:

A Visually Stunning Guide to Learning the Art of Logo Design Designers looking to learn the art of designing logos need look no further than The Elements of Logo Design by world-renowned designer Alex W. White. Unique in its approach to explaining how to design marks, The Elements of Logo Design explores logical decision making, design unity, typography and its expression, how a logo fits into a branding strategy, and three chapters on how to build a logo.

With more than four hundred examples culled from advertising, editorial, and web use, readers will gain a comprehensive understanding of universally shared graphic design principles. These principles are then applied to logo design specifically, relating the discipline to all other graphic design. Chapters include such topics as:

  • Logic in design
  • Researching an identity
  • Relationships, hierarchy, and structure
  • Letterforms, type, and fonts
  • Semiotics: icons and symbols
  • Differences and similarities as tools in design
  • How to build a logo using type, image, and space

Blurbs on the back read:

“Maybe I’m wrong, but the hardest thing to design is the perfectly succinct, indelible logo. Every now and then we get a glimpse of how logo design comes to life. Time will tell if the essence of logo design can be unlocked, but Alex offers us the closest thing to a key. Sequester yourself and practice practice practice.” Rick Valicenti is the recipient of the Smithsonian Cooper Hewitt National Design Award and the AIGA Medal, the highest honor of the graphic design profession.

“A logo is the most visible representation of a brand. Capturing the brand’s promise in a single enduring and memorable mark is no easy feat. I love how Alex frames this book to use existing creative constraints as opportunities to create the most distinctive, strategic, and powerful designs.” Connie Birdsall is senior partner and global creative director at Lippincott, a global creative consultancy that helps the world’s leading companies succeed on the edge of change.

“This book covers all aspects of the creation of a brand’s visual identity. In an era where most web sites are viewed on a tiny screen, it is essential that a mark be simple, well-designed and memorable. This book addresses those issues for both students and professionals.” Gerard Huerta is a designer of letter forms. He began his career at CBS Records and has designed many iconic logos. His work is in the permanent collection of The Museum of Modern Art.

Advertisements