"Written by the founders of LogoLounge.com, this comprehensive handbook is an expansive collection of logo designs, containing the expertise of LogoLounge as well asthe range of amazing logo designs that are culled on the LogoLounge website. While the book is headed by LogoLoungefounder Bill Gardner, it is truly a collaboration of the best designers on the LogoLounge website as they share their expertise and experiences, making it the go-to handbook for understanding and executing successful logos.With its in-depth historical content, as well as its detailed breakdown of the design process and the fundamental elements behind great logos, this book is highly beneficial for both students and self-taught designers"--Provided by publisher

• Section 1 : Discovery
• Origins
• The origins of identity
• Corporations replace kingdoms
• New business, new stories
• The next step
• The value of an identity
• Differentiation
• Aspiration and inspiration
• The "R" word
• Talk to me
• The reason why
• Oral discovery
• Visual discovery
• Get to know the competition
• Graphical differentiation
• Study adjacent fields
• What's in the air?
• International considerations
• Practical concerns
• Other special concerns
• A last word on research
• Logo redesigns : special concerns
• Respect equity
• Don't make sweeping judgements
• Anticipate obsolescence
• Design for who they will be
• What sort for who they will be?
• Logo/symbol/mark
• Logotype/wordmark
• Combination mark
• Icons and favicons
• Section 2 : Development
• Generating ideas
• Draw, draw, draw, draw
• Feed your brain wisely
• Traps to avoid
• What the process can look like
• Case study 1 : Miles Newlyn
• Case study 2 : Sherwin Schwartzrock
• Case study 3 : Paul Howalt
• Case study 4 : David Airey
• Case study 5 : Brian Miller
• Case study 6 : Von Glitschka
• Case study 7 : Felix Sockwell
• Case study 8 : Moving brands with chiefs creative officer Mat Heinl

• Favotite techniques
• Bill Gardner
• David Airey
• Paul Howalt
• Miles Newlyn
• Brian Miller
• Felix Sockwell
• Sherwin Schwartzrock
• Von Glitschka
• Brainstorming
• Group brainstorming
• Solo brainstorming
• Forced random connections
• Did you try...
• Amalgams
• Concentric
• Continuous line
• Dry brush
• Encrusted
• Folds
• Ghosts
• Glassine
• Handmade
• Mezzotint
• Monoline
• Motion
• Optical illusion
• Orbs
• Photographic
• Pixels
• Bibbons
• Scribbles
• Selective focus
• Series
• Shadow
• Transparent
• Triangle
• Vibrate
• Woven
• Incubation
• Reserve time to relax
• What defines a great logo?
• It lives (on at least) three levels
• It has economy of line
• It has quality craftmanship
• The "sweet line" is there
• It has clever juxtaposition
• It truthfully conveys who the client is
• More perspectives
• Refinement
• Select a diversity of concepts
• Select a diversity of styles
• Preparing for presentation
• Finessing
• Considering color
• Designing lockups
• Predicting usage
• Section 3 : Delivery
• Presentation and preparation
• Entering discussions
• Reiterating objectives
• The presentation process
• Application
• The brand
• What should the DNA contain?
• Meet the brand steward
• The graphic standards manual
• Implementation
• Teaching a brand story
• Preparing the ambassadors
• Managing expectations
• How to predict the future
• Avoidthe latest craze
• Plotting design trajectories