Decoding Logos: From LOGO Design to Branding

Book excerpt: Decoding Logos focuses on how logo and branding come into being and uncovers the design stories behind logo development Logos are becoming increasingly simple, to the point where you might wonder just how much simpler they can get. A subtle tweak to a logotype is starting to feel like too much design. The appeal of a simple logo is that it feels more honest. This compelling book takes the reader on a journey showing how each logo has come into being and the process revealing best practices for extending a logo into a complete brand identity system. Using client case studies from renowned designers, this is a must-have book for any graphic designer, student or logo fanatic in a fully revised, updated edition containing interviews with graphic designers in which they share their creative processes and thoughts on how a successful logo should be developed.