Designing Logos: The Process of Creating Symbols That Endure

In this comprehensive guide, learn what it takes to create an enduring symbol.

How to design great logos, step by step by step.

* Lavishly illustrated with 750 color images
* How-tos, case studies, and detailed analysis of well-known logos

What makes a logo good? What makes it bad? What makes it great? The entire process of logo design is examined, from the initial client interview to brainstorming, from first presentation to delivery of the final standards manual. Through 750 color illustrations, classic logos are analyzed, and readers will learn a thirteen-point system for measuring the effectiveness of any logo. Learn about the uses of positive and negative space, balance, color, and typography; follow intriguing case studies; discover how to make effective presentations to clients. Designers, marketing and branding specialists, educators, and students everywhere need this definitive guide to creating great logos. 750 Color Illustrations

Customer Reviews:

Born of Intelligent Thought

By Jane Palmer - February 12, 2009

Jack Gernsheimer's new book Designing Logos is more than a must-read for graphic designers and educators. It is that, for the book is a vital exploration of how (and how not) to create lasting identities, described by someone with talent, a discerning mind, and decades of experience. Designing Logos should also be read by anyone planning or commissioning a logo, and indeed, by anyone with an interest in this most ubiquitous art form. It begins with a look at logos through the ages--starting, refreshingly, with ancient Egyptian letterforms--and at what makes a logo good (hint: it must be "born of intelligent thought"). Gernsheimer then goes on to outline the entire painstaking but not necessarily painful design process, including interviewing the client, early design exploration and refinement, client presentations, applications to diverse media, and last but not least, the standards manual. This alone would be invaluable to anyone involved in logo design, but the book is also a... read more

The Definitive Book on Logo Design

By The Andyman Can "Branding Guru" - October 13, 2009

I'm reading Jack Gernsheimer's wonderful book to help me with current assignments that include rebranding and redesigning logos and web sites for two companies. I am so impressed I can barely find the words. Well I can find them; I just don't have time for that lengthy a review because I'm on deadline. But I will say this: I predict this will be THE book that is used in art schools/colleges and will endure as being such. I am not even half of the way through and I've learned so much already (including what mistakes I've already made with at least one client). The client questionnaire (on pages 32-33) alone is worth the price of admission.

As I began to read, my first impression was that it is beautifully written and eloquent. My other first impression is how thorough, thoroughly informative, instructive and hugely helpful it is to anyone trying to fulfill the needs of the professional logo designer. Jack Gernsheimer has offered what seems to be all he knows, all his... read more

Definitely Recommend

By Mary J - June 28, 2009

Just finished reading this book and really enjoyed it. It was very helpful from my beginner's point of view to see how a logo is started from a few different alternatives to finally being accepted after an interesting period of evolution. I could just see and "hear" how his mind works in the thought design process. Clever and meaningful without being "in your face".

It came across clearly in his writing in general. The only logo evolution I failed to completely see was in the final design of the Berks County Community Foundation logo. I saw the Pentagon and Pagoda stages, but not sure how the final starburst design was conceived. Seems like there was an in-between stage missing somewhere.

Overall, I felt a sense of inspiration as if I could somehow come up with a great logo after reading all the descriptions and meanings behind all the historical logos you mentioned. Now, I see how much work goes into it unless someone is really lucky on the first... read more