| Introduction |
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xii | |
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Part I The importance of brand identity |
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Chapter one We're surrounded |
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2 | (4) |
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Chapter two It's the stories we tell |
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6 | (16) |
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None genuine without this signature |
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7 | (1) |
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A logoless company is a faceless man |
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8 | (1) |
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9 | (1) |
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10 | (1) |
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Symbols transcend boundaries |
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11 | (2) |
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Identity design as part of our language |
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13 | (8) |
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Rethinking the importance of brand identity |
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21 | (1) |
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Chapter three Elements of iconic design |
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22 | (20) |
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22 | (2) |
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24 | (4) |
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28 | (1) |
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29 | (5) |
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34 | (1) |
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35 | (2) |
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37 | (1) |
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The seven ingredients of your signature dish |
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38 | (1) |
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Remember that rules are made to be broken |
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39 | (3) |
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Part II The process of design |
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Chapter four Laying the groundwork |
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42 | (18) |
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42 | (1) |
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43 | (1) |
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Gathering preliminary information |
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44 | (1) |
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44 | (1) |
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A quick note on the decision-maker |
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45 | (1) |
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Give your client time and space |
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45 | (1) |
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45 | (1) |
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46 | (1) |
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Assembling the design brief |
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46 | (1) |
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A mission and some objectives hold the key |
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47 | (3) |
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Field research making a difference |
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50 | (4) |
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Bringing the details to life |
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54 | (2) |
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Culling the adjectives supplied by the client |
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56 | (4) |
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Chapter five Skirting the hazards of a redesign |
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60 | (12) |
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What are the reasons for rebranding? |
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60 | (1) |
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61 | (1) |
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Answers often lie in focus groups |
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62 | (1) |
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From corporate to familial |
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63 | (3) |
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A little more fine-tuning? |
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66 | (4) |
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70 | (1) |
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71 | (1) |
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Chapter six Pricing design |
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72 | (8) |
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72 | (8) |
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Chapter seven From pencil to PDF |
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80 | (28) |
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80 | (4) |
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The necessity of the sketchpad |
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84 | (3) |
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87 | (4) |
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91 | (3) |
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Internationally recognized |
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94 | (1) |
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95 | (5) |
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100 | (1) |
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101 | (2) |
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103 | (3) |
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The pen is mightier than the mouse |
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106 | (2) |
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Chapter eight The art of the conversation |
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108 | (22) |
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Deal with the decision-maker |
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109 | (4) |
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113 | (3) |
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116 | (2) |
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118 | (2) |
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#4 Keep the committee involved |
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120 | (1) |
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Under-promise, over-deliver |
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121 | (5) |
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126 | (4) |
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Chapter nine Staying motivated |
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130 | (22) |
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130 | (2) |
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132 | (1) |
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132 | (4) |
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Step away from the computer |
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136 | (1) |
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136 | (1) |
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136 | (1) |
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Reflect on your beginnings |
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137 | (1) |
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138 | (1) |
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But don't overwork yourself |
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138 | (4) |
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142 | (1) |
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Start as you mean to go on |
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142 | (1) |
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142 | (1) |
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143 | (6) |
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149 | (1) |
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Improve how you communicate |
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149 | (1) |
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150 | (1) |
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150 | (1) |
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150 | (1) |
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151 | (1) |
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Chapter ten Your questions answered |
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152 | (10) |
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152 | (1) |
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Measuring design's return on investment |
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153 | (1) |
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154 | (1) |
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154 | (1) |
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155 | (1) |
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156 | (1) |
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156 | (2) |
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158 | (1) |
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158 | (1) |
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159 | (1) |
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Researching the competition |
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159 | (1) |
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160 | (1) |
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160 | (1) |
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161 | (1) |
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Chapter eleven 31 practical logo design tips |
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162 | (1) |
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162 | (1) |
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162 | (1) |
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162 | (1) |
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4 A logo doesn't need to show what a company does |
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163 | (1) |
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5 A symbol isn't always necessary |
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163 | (1) |
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6 Offer one thing to remember |
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164 | (1) |
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7 Treasure your sketchpad |
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164 | (1) |
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8 Leave trends to the fashion industry |
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164 | (1) |
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9 There's nothing wrong with using cliches |
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165 | (1) |
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10 Work in black and white |
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165 | (1) |
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165 | (1) |
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12 Understand print costs |
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165 | (1) |
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166 | (1) |
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14 Match the type to the symbol |
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166 | (1) |
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166 | (1) |
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16 Offer a single-color version |
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166 | (1) |
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17 Pay attention to contrast |
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166 | (2) |
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18 Test at a variety of sizes |
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168 | (1) |
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168 | (1) |
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168 | (1) |
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21 Don't neglect the substrate |
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168 | (1) |
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22 Know enough about trademark registration |
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169 | (1) |
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23 Don't be afraid of mistakes |
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169 | (1) |
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169 | (1) |
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25 A logo is just one small but important element |
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170 | (1) |
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26 Remember, it's a two-way process |
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170 | (1) |
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27 Differentiation is key |
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170 | (1) |
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28 Exercise cultural awareness |
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170 | (1) |
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170 | (1) |
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171 | (1) |
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171 | (3) |
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Chapter twelve Beyond the logo |
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174 | (44) |
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174 | (10) |
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184 | (8) |
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192 | (8) |
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You can't buy happiness, but you can buy tea |
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200 | (4) |
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204 | (14) |
| Recommended reading |
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218 | (2) |
| Index Looking for something? |
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220 | |
