Logo Design Workbook PDF
Preview Logo Design Workbook
ADAMSMORIOKA LOGO DESIGN WORKBOOK LOGO DESIGN WORKBOOK AH ANDS-ON GUIDE TO CREATING LOGOS Sean Adams&. Noreen Morioka with Terry Stone Designed by Sean Adams&. Jennifer Hopkins ::u ".... "'0 .c0. : c: 0 .mC.'>. ,C..D. n m - .:0. ~ .3:.: )> "' -c :z: )C>'> 0 :z: m c..."m...:'.. .:0. ::u -t © 2004 by Rockport Publishers, Inc. Library of Congress Cataloging-in-Publication Data Adams, Sean. All rights reserved. No part of this book may be reproduced in any form Logo design workbook : a hands-on guide to creating logos I Sean Adams & Noreen without written permission of the copyright owners. All images in this Morioka book have been reproduced with the knowledge and prior consent of the p. em. artists concerned and no responsibility is accepted by the producer. ISBN 1-59253-032-X (hardcover) publisher, or printer for any infringement of copyright or otherwise arising 1. Logography. I. Morioka, Noreen. II. Title from the contents of this publication. Every effort has been made to NC1002.L63A3 2004 ensure that credits accurately comply with information supplied. 741.6-dc22 2003022913 CIP First published in the United States of America by Rockport Publishers, Inc. ISBN: 1-59253-032-X 33 Commercial Street Gloucester, Massachusetts 01930-5089 10 9 8 7 6 5 4 3 2 1 Telephone: (978) 282-9590 Fax: (978) 283-2742 Design: Sean Adams, Jennifer Hopkins www.rockpub.com Cover image: Terri Weber Printed in China Thinking isn't agreeing or disagreeing. That's voting. -Robert Frost r 8 Introduction 11 Why and What 12 Why a Logo? History Strategy 16 What Is a Logo? Wordmark Symbol Monogram 21 The Ten Rules 1. Answer who, what, why? 2. Identify, don't explain 3· Undertsand limitations 4. Be seductive s. Make mnemonic value 6. Pose a question 7. Design for longevity 8. Make the logo the foundation of a system g. Design for a variety of media 10. Be strong 43 Logo Development Typography Color Image/Iconography Shape Hierarchy and scale Static vs. changeable System Dynamics Creating a kit of parts Various media Liska + Associates Hotel71 Segura, Inc. Segura, Inc. Sagmeister, Inc. Move Our Money Mr. Keedy OK 79 Implementing Logos Rollout Anatomy of a standards manual Various media SamataMason Metropolitan Market AdamsMorioka, Inc. Sundance Film Festival Mevis & van Deursen City of Rotterdam AdamsMorioka, Inc. Nickelodeon Staying Involvled: Auditing Systems 100 Case Studies 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 Moria 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 224 Designer Logo Gallery 228 Lost Logos 232 Logo Gallery 238 Designer Directory 240 Bibliography Introduction .o. -·· • •• 1. .. -F • F : ... • 1948 1950 1953 1955 1960 1961 1964 1966 1967 1971 1973 1974 Ten years ago, AdamsMorioka was asked to produce a logo for a major Los Angeles institution. We began the project sketching on a pad and playing with type on the computer. The more time we spent designing logo options, however, the more questions we asked. If the client were to change his business in a year, would the logo need to change? If the logo promised community involvement, would the client deliver? Very quickly we began to understand that making a formally successful logo was important, but making something that communicated as a base for all the client's endeavors was critical. 1 A fictional history of logos used In a promotion postcard series for Frederator, a multifaceted communications company. AdamsMorioka, Inc. Logo Design Workbook 8
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