Part I The importance of brand identity

Chapter one We’re surrounded

Chapter two 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

Chapter three 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 of your signature dish

Remember that rules are made to be broken

Part II The process of design

Chapter four Laying the groundwork

Calming those nerves

Brief, not abrupt

Gathering preliminary information

More detail

A quick note on the decision-maker

Give your client time and space

But maintain the focus

Study time

Assembling the design brief

A mission and some objectives hold the key

Field research making a difference

Bringing the details to life

Culling the adjectives supplied by the client

Chapter five Skirting the hazards of a redesign

What are the reasons for rebranding?

Squeezing too hard

Answers often lie in focus groups

From corporate to familial

A little more fine-tuning?

Unifying the elements

Show some diplomacy

Chapter six Pricing design

Talk first, quote later

Chapter seven From pencil to PDF

Mind mapping

The necessity of the sketchpad

The Tenth Commandment

Defining insurance

Internationally recognized

No set time

Too many ideas

Form before color

The value of context

The pen is mightier than the mouse

Chapter eight The art of the conversation

Deal with the decision-maker

#1: Conspire to help

#2: Avoid intermediation

#3: Take control

#4: Keep the committee involved

Under-promise, over-deliver

Swallow a little pride

Part III Moving forward

Chapter nine Staying motivated

Never stop learning

Be four years ahead

Make a difference

Step away from the computer

Do it for yourself

Create something new

Reflect on your beginnings

Show relentless desire

But don’t overwork yourself

Keep asking questions

Start as you mean to go on

Find common ground

Use your deadlines

Think laterally

Improve how you communicate

Manage your expectations

Always design

Follow your bliss

Step back

Chapter ten Your questions answered

Originality trouble

Measuring design’s return on investment

Rights of use

Communication breakdown

Sealing the deal

Overseas clients

How many concepts?

Friends and family

Revision rounds

Setting a schedule

Researching the competition

Worst client project

Who owns what?

Handling the workload

Chapter eleven 31 practical logo design tips

1. Interview your client

2. Think clearly

3. Expect the unexpected

4. A logo doesn’t need to show what a company does

5. A symbol isn’t always necessary

6. Offer one thing to remember

7. Treasure your sketchpad

8. Leave trends to the fashion industry

9. There’s nothing wrong with using clichés

10. Work in black and white

11. Keep it relevant

12. Understand print costs

13. Preserve brand equity

14. Match the type to the symbol

15. Tag it

16. Offer a single-color version

17. Pay attention to contrast

18. Test at a variety of sizes

19. Reverse it

20. Turn it upside down

21. Don’t neglect the substrate

22. Know enough about trademark registration

23. Don’t be afraid of mistakes

24. Be flexible

25. A logo is just one small but important element

26. Remember, it’s a two-way process

27. Differentiation is key

28. Exercise cultural awareness

29. Aid recognition

30. Give context

31. Make people smile

Chapter twelve Beyond the logo

The delicious dream

Cause and effect

It’s all in the details

You can’t buy happiness, but you can buy tea

Beneath the waterline

Recommended reading

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