I. The importance of brand identity : No escape! 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 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 : 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 ; Brining the details of client discussions to life ; Culling the adjectives supplied by the client 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 Pricing design : The design pricing formula ; Hourly rates or a set fee? ; Handling print costs ; Receipt of a down payment ; The money exchange ; Spec work ; Everyone makes mistakes 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 The art of 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 : 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
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?
25 practical logo design tips : Questions, questions, questions ; Understand print costs ; Expect the unexpected ; A logo doesn't need to say what a company does ; Not every logo needs a mark ; One thing to remember ; Don't neglect the sketchpad ; Leave the trends to the fashion industry ; Step away from Photoshop ; Work in black and white ; Keep it relevant ; Remember legibility ; Be consistent ; Match the type to the mark ; Offer a single-color version ; Pay attention to contrast ; Aid recognition ; Test at a variety of sizes ; Reverse it ; Turn it upside down ; Consider trademarking your design ; Don't neglect the substrate ; Don't be afraid of mistakes ; A logo is not a brand ; Remember, it's a two-way process
Design resources : Help from elsewhere : Graphic design blogs ; Iconic designers ; Recommended books.
