Smashing Logo Design: The Art of Creating Visual Identities PDF
Preview Smashing Logo Design: The Art of Creating Visual Identities
Smashing Logo Design Table of Contents Introduction Part I: The Power of Logos Chapter 1: The Logo What Logos Are Who Uses Logos Where Logos Are Used Chapter 2: Types of Logos Pictorial Marks Abstract and Symbolic Marks Emblems Characters Typographic Wordmarks Letterforms Monograms Chapter 3: The Key to Success Memorability Simplicity The element of surprise Timelessness Originality Versatility Leaving room for the brand to grow Designing for every medium A Message The brand image Scalability Execution Part II: Designing a Logo Chapter 4: Communicating with Your Client: The Design Brief The Start of Something Beautiful: Communicating with Potential Clients Responding to initial inquiries Setting your price Explaining your process Showing your worth Sensing danger Building a real relationship Reaching an agreement Seeking Project Specifications Guiding the Client Elements of a Creative Design Brief Problem statement Client profile Aims and objectives Target audience Deliverables Budget Project timeline A Working Example Problem statement Client profile Aims and objectives Target audience Deliverables Budget Project timeline Chapter 5: Conducting Preliminary Research Background Research Researching your client’s line of work Focusing on the competition Researching the market leaders Using logo databases Field Research Conducting focus groups Distributing questionnaires Analyzing the Research Identifying common solutions Determining unique qualities Chapter 6: Conceptualizing a Logo Unlocking Your Mind Starting with the brief Flushing out the bad ideas Do something else Finding Inspiration Nature Everyday objects Traditional art Memories and experiences Sketching Your Ideas Starting with thumbnails Developing your thumbnails into something more Running your ideas by the client Testing your ideas Refining your sketches Chapter 7: Getting Your Ideas On-Screen Preparing the File Working with Vectors Using the Pen tool Adjusting the path Working in black and white Chapter 8: Turning to Typography Knowing Where to Look for Fonts Font distributors or vendors Font foundries Independent font designers Choosing the Correct Typeface Your client’s message The style of the mark Typeface versatility Working with Type Tracking Kerning Leading Using More Than One Typeface Modifying Typefaces Chapter 9: Playing with Layout Working with Alignment Looking at common alignment options Experimenting Dealing with awkward shapes Creating the Right Balance Proportion The rule of thirds Chapter 10: Considering Color The Psychology of Color Black White Red Orange Yellow Green Blue Purple Brown Choosing a Palette Complementary Monochromatic Triadic Analogous RGB vs. CMYK, Screen vs. Print Chapter 11: Presenting Your Designs to Your Client Preparing to Take the Stage Choosing your medium Knowing how much to show Sharing your vision Selling Your Ideas Dealing with Client Feedback Revising Chapter 12: Preparing Source Files Testing Compensating for color reversal Printing to look for errors Cleaning up the file Testing application Knowing Which File Types to Provide Print Screen Special requests Chapter 13: Setting Logo Usage Guidelines The Purpose of Logo Usage Guidelines Essential Components Front cover Table of contents Brandmark Minimum size Clear space Backgrounds Color Secondary palette Incorrect usage Chapter 14: Avoiding Common Logo Design Mistakes Using Raster Graphics Using Stock Art Designing for Yourself rather than the Client Relying on Trends Being Too Complex Failing to Provide a Solution in the Absence of Color Choosing the Wrong Typeface Using Too Many Fonts Plagiarizing Part III: Showcase Chapter 15: Pictorial Marks Chapter 16: Abstract and Symbolic Marks Chapter 17: Wordmarks Chapter 18: Initials and Monograms Chapter 19: Emblems and Characters Appendix: Step Inside the World of Logo Design Software Does this mean the death of the pencil? Increased opportunities The price war Speculative work The fight against plagiarism What came first: The logo or the name? Putting together a portfolio Covering all the bases Using social media Blogging for leads Staying grounded Smashing Logo Design The Art of Creating Visual Identities Gareth Hardy Smashing Logo Design This edition first published 2011 © 2011 John Wiley & Sons, Ltd Registered office John Wiley & Sons, Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com. The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names
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