logo design love

Contents
Introduction
Part I
xii
The importance of brand identity
Chapter one We’re surrounded 2
Chapter two It’s the stories we tell 6
None genuine without this signature 7
A logoless company is a faceless man 8
Seen by millions 9
Only if the Queen agrees 10
Symbols transcend boundaries 11
Identity design as part of our language 13
Rethinking the importance of brand identity 21
Chapter three Elements of iconic design 22
Keep it simple 22
Make it relevant 24
Incorporate tradition 28
Aim for distinction 29
Commit to memory 34
Think small 35
Focus on one thing 37
The seven ingredients of your signature dish 38
Remember that rules are made to be broken 39
Part II
The process of design
Chapter four Laying the groundwork 42
Calming those nerves 42
Brief, not abrupt 43
Gathering preliminary information 44
More detail 44
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