contents

Introduction

Why and What

Why a Logo?

History

Strategy

What Is a Logo?

Wordmark

Symbol

Monogram

The Ten Rules

1.   Answer who, what, why?

2.   Identify, don’t explain

3.   Undertsand limitations

4.   Be seductive

5.   Make mnemonic value

6.   Pose a question

7.   Design for longevity

8.   Make the logo the foundation of a system

9.   Design for a variety of media

10. Be strong

Logo Development

Typography

Color

Image/Iconography

Shape

Hierarchy and scale

Static vs. changeable

System Dynamics

Creating a kit of parts

Various media

Liska + Associates         Hotel 71

Segura, Inc.                    Segura, Inc.

Sagmeister, Inc.            Move Our Money

Mr. Keedy                      OK

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

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

Morla 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

Designer Logo Gallery

Lost Logos

Logo Gallery

Designer Directory

Bibliography

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