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BOOKS > Logo Design Love

Logo Design Love
Design Library > Brand Design > Identity
Logo Design Love
저자/역자from David Airey
출판사New Riders
연도2010
#Brand_identity #디자이너_모두 #클라이언트 #아이덴티티 #브랜드_디자인
Design Library 2F
서가위치

현대카드 코멘트

저자인 David Airey가 자신의 경험과 선도적인 브랜드 디자이너들의 사례를 바탕으로 브랜드 아이덴티티 초기 구상부터 결과물을 끌어내기까지의 과정을 쉽고 명쾌하게 알려주는 책이다. 잘 만들어진 로고와 정교한 아이덴티티 시스템의 중요성, 그리고 클라이언트와 디자이너 모두에게 성공적인 작업을 이끌어내는 방법을 배울 수 있다. Based on his own experience as well as successful works by some of the leading brand designers, David Airey explains the whole process of creating brand identity from the early ideation and sketch to the final product. Readers will learn the importance of well-made logos and identity system and how to make the work successful for both designers and their clients.

목차

Introduction

Ⅰ The importance of brand identity

Chapter one - No escape!

Chapter two - It's the stories we tell

None genuine without this signature

A logoless company is a faceless man

Seen by millions

Only if the Queen agrees

Symbols transcend boundaries

Identity design as part of our language

Rethinking the importance of brand identity

Chapter three - Elements of iconic design

Keep it simple

Make it relevant

Incorporate tradition

Aim for distinction

Commit to memory

Think small

Focus on one thing

The seven ingredients in your signature dish

Remember that rules are made to be broken

Ⅱ The process of design

Chapter four - Laying the groundwork

Shaking out the jitters

It's all in the design brief

Gathering preliminary information

Asking the tougher questions

Give your client time and space

But maintain the focus

Homework time

Assembling the design brief

A mission and some objectives hold the key

Field research to the rescue

Bringing the details of client discussions to life

Culling the adjectives supplied by the client

Chapter five - Skirting the hazards of a redesign

What are the reasons for rebranding?

Don't squeeze too hard

When emotions run high

Answers often lie in focus groups

From ”unresponsive” to ”caring”

Maybe just some tweaking?

Remember your manners

Chapter six - Pricing design

The design pricing formula

Hourly rates or a set free?

Handling print costs

Receipt of a down payment

The money exchange

Spec work

Everyone makes mistakes

Chapter seven - From pencil to PDF

Mind-mapping

The fundamental necessity of the sketchpad

The Tenth Commandment

Pinning the map

Internationally recognized

No set time

Dress for success

Black and white before color

Where Photoshop comes into play

The pen is mightier than the mouse

Chapter eight - The art of the conversation

Deal with the decision-maker

Rule #1: Conspire to help

Rule #2: Avoid intermediation

Rule #3: Take control

Rule #4: Keep the committee involved

Don't forget to under-promise and then over-deliver

Swallow that pride

Ⅲ Keep the fires burning

Chapter nine - Staying motivated

Never stop learning

Be four years ahead

Create for you

Step away from the computer

Balance your life

Journey back in time

Show relentless desire

But don't overwork yourself

We all get stuck, no matter who we are

Start on the right foot, and stay on the right foot

Find common ground

Deadline looming

Think laterally

Improve how you communicate

Manage your expectations

Always design

Follow your bliss

Not everyone is as fortunate

Chapter ten - Your questions answered

Similar looking logos

Rights of use

Online portfolio creation

Seal the deal

Overseas clients

How many concepts?

Friends and family

Design revisions

Project time frames

Researching the competition

Internships

Worst client project

Tools of the trade

Handling the workload

Who owns what?

Chapter eleven - 25 practical logo design tips

1. Questios, questions, questions

Chapter eleven - 26 practical logo design tips

2. Understand print costs

Chapter eleven - 27 practical logo design tips

3. Expect the unexpected

Chapter eleven - 28 practical logo design tips

4. A logo doesn't need to say what a company does

Chapter eleven - 29 practical logo design tips

5. Not every logo needs a mark

Chapter eleven - 30 practical logo design tips

6. One thing to remember

Chapter eleven - 31 practical logo design tips

7. Don't neglect the sketchpad

Chapter eleven - 32 practical logo design tips

8. Leave trends to the fashion industry

Chapter eleven - 33 practical logo design tips

9. Step away from Photoshop

Chapter eleven - 34 practical logo design tips

10. Work in black and white

Chapter eleven - 35 practical logo design tips

11. Keep it relevant

Chapter eleven - 36 practical logo design tips

12. Remember legibility

Chapter eleven - 37 practical logo design tips

13. Be consistent

Chapter eleven - 38 practical logo design tips

14. Match the type to the mark

Chapter eleven - 39 practical logo design tips

15. Offer a single-color version

Chapter eleven - 40 practical logo design tips

16. Pay attention to contrast

Chapter eleven - 41 practical logo design tips

17. Aid recognition

Chapter eleven - 42 practical logo design tips

18. Test at a variety of sizes

Chapter eleven - 43 practical logo design tips

19. Reverse it

Chapter eleven - 44 practical logo design tips

20. Turn it upside down

Chapter eleven - 45 practical logo design tips

21. Consider trademarking your design

Chapter eleven - 46 practical logo design tips

22. Don't neglect the substrate

Chapter eleven - 47 practical logo design tips

23. Don't be afraid of mistakes

Chapter eleven - 48 practical logo design tips

24. A logo is not a brand

Chapter eleven - 49 practical logo design tips

25. Remember, It's a two-way process

Design resources - Help from elsewhere

Graphic design blogs

Iconic designers

Recommended books

Index - Looking for something?

Recommended books

Introduction

Ⅰ The importance of brand identity

Chapter one - No escape!

Chapter two - It's the stories we tell

None genuine without this signature

A logoless company is a faceless man

Seen by millions

Only if the Queen agrees

Symbols transcend boundaries

Identity design as part of our language

Rethinking the importance of brand identity

Chapter three - Elements of iconic design

Keep it simple

Make it relevant

Incorporate tradition

Aim for distinction

Commit to memory

Think small

Focus on one thing

The seven ingredients in your signature dish

Remember that rules are made to be broken

Ⅱ The process of design

Chapter four - Laying the groundwork

Shaking out the jitters

It's all in the design brief

Gathering preliminary information

Asking the tougher questions

Give your client time and space

But maintain the focus

Homework time

Assembling the design brief

A mission and some objectives hold the key

Field research to the rescue

Bringing the details of client discussions to life

Culling the adjectives supplied by the client

Chapter five - Skirting the hazards of a redesign

What are the reasons for rebranding?

Don't squeeze too hard

When emotions run high

Answers often lie in focus groups

From ”unresponsive” to ”caring”

Maybe just some tweaking?

Remember your manners

Chapter six - Pricing design

The design pricing formula

Hourly rates or a set free?

Handling print costs

Receipt of a down payment

The money exchange

Spec work

Everyone makes mistakes

Chapter seven - From pencil to PDF

Mind-mapping

The fundamental necessity of the sketchpad

The Tenth Commandment

Pinning the map

Internationally recognized

No set time

Dress for success

Black and white before color

Where Photoshop comes into play

The pen is mightier than the mouse

Chapter eight - The art of the conversation

Deal with the decision-maker

Rule #1: Conspire to help

Rule #2: Avoid intermediation

Rule #3: Take control

Rule #4: Keep the committee involved

Don't forget to under-promise and then over-deliver

Swallow that pride

Ⅲ Keep the fires burning

Chapter nine - Staying motivated

Never stop learning

Be four years ahead

Create for you

Step away from the computer

Balance your life

Journey back in time

Show relentless desire

But don't overwork yourself

We all get stuck, no matter who we are

Start on the right foot, and stay on the right foot

Find common ground

Deadline looming

Think laterally

Improve how you communicate

Manage your expectations

Always design

Follow your bliss

Not everyone is as fortunate

Chapter ten - Your questions answered

Similar looking logos

Rights of use

Online portfolio creation

Seal the deal

Overseas clients

How many concepts?

Friends and family

Design revisions

Project time frames

Researching the competition

Internships

Worst client project

Tools of the trade

Handling the workload

Who owns what?

Chapter eleven - 25 practical logo design tips

1. Questios, questions, questions

Chapter eleven - 26 practical logo design tips

2. Understand print costs

Chapter eleven - 27 practical logo design tips

3. Expect the unexpected

Chapter eleven - 28 practical logo design tips

4. A logo doesn't need to say what a company does

Chapter eleven - 29 practical logo design tips

5. Not every logo needs a mark

Chapter eleven - 30 practical logo design tips

6. One thing to remember

Chapter eleven - 31 practical logo design tips

7. Don't neglect the sketchpad

Chapter eleven - 32 practical logo design tips

8. Leave trends to the fashion industry

Chapter eleven - 33 practical logo design tips

9. Step away from Photoshop

Chapter eleven - 34 practical logo design tips

10. Work in black and white

Chapter eleven - 35 practical logo design tips

11. Keep it relevant

Chapter eleven - 36 practical logo design tips

12. Remember legibility

Chapter eleven - 37 practical logo design tips

13. Be consistent

Chapter eleven - 38 practical logo design tips

14. Match the type to the mark

Chapter eleven - 39 practical logo design tips

15. Offer a single-color version

Chapter eleven - 40 practical logo design tips

16. Pay attention to contrast

Chapter eleven - 41 practical logo design tips

17. Aid recognition

Chapter eleven - 42 practical logo design tips

18. Test at a variety of sizes

Chapter eleven - 43 practical logo design tips

19. Reverse it

Chapter eleven - 44 practical logo design tips

20. Turn it upside down

Chapter eleven - 45 practical logo design tips

21. Consider trademarking your design

Chapter eleven - 46 practical logo design tips

22. Don't neglect the substrate

Chapter eleven - 47 practical logo design tips

23. Don't be afraid of mistakes

Chapter eleven - 48 practical logo design tips

24. A logo is not a brand

Chapter eleven - 49 practical logo design tips

25. Remember, It's a two-way process

Design resources - Help from elsewhere

Graphic design blogs

Iconic designers

Recommended books

Index - Looking for something?

Recommended books

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