includes index.

Includes bibliographical references (p. 240).

introduction / why a logo? / the ten rules / logo development / system dynamics / impermenting logos / case studies. Introduction. Why and what -- Why a logo? -- History. Strategy -- What is a logo? -- Wordmark -- Symbol -- Monogram -- The. 1. Answer who, what, why? -- 2. Identify, dont't explain -- 3. Understand limitations -- 4. Be seductive -- 5. Make mnemonic value -- 6. Pose a question -- 7. Design for longevity -- 8. Make the logo the foundation of a system -- 9. Design for a variety of media -- 10. Be strong -- Logo development. Typography -- Color -- Image/iconography -- Shape -- Hierarchy and scale -- Static vs. changeable -- System dynamics -- Creating a kit of parts -- Various media -- Liska + Associates -- Hotel 71 -- Segura, Inc. -- Segura, Inc. -- -- -- Mr. Keedy -- OK -- Implementing logos -- Rollout -- Anatomy of a standards manual -- Various media -- SamataMason -- Metropolitan Market -- AdamsMorioka, Inc. -- Sundance Film Festival -- Mevis & van Deursen -- City of Rotterdam -- AdamsMorioka, Inc.-- Nickelodeon Case Studies -- Staying involved: auditing systems -- Case studies -- AdamsMorioka,Inc. Beverly Hills -- Atelier Works -- London -- blue river -- Newcastle upon Tyne -- Cahan & Associates -- San Francisco -- Chermayeff & Geismar -- New York -- Concrete Design Communications, Inc. -- Toronto -- CP-d -- Melbourne -- Crosby Associates -- Chicago -- Doyle Partners -- New York -- Dynamo -- Dublin -- Format Design -- Hamburg -- Frankfurt - Balkind -- New York -- Johnson Banks - London -- Kinetic Singapore -- Singapore -- KINETIK -- Washington D.C. -- KROG -- Ljubljana, Slovenia -- Landor Associates -- San Francisco -- Landor Associates International Limited -- Tokyo -- Liska + Associates -- Chicago -- Manx Kommunikationsdesign -- Essen -- Methodologie -- Seattle -- Morla Design -- San Francisco -- Ogilvy & Mather -- New York -- Pentagram Design -- New York -- Pentagram Design -- San Francisco -- Pentagram Design Ltd. -- London -- PhD -- Santa Monica -- Porto+Martinez designStudio -- Rio de Janeiro -- Rigsby Design -- Houston -- Steinbranding -- Buenos Aires -- Stilradar -- Stuttgart -- Untitled -- Kent, England -- VSA Partners -- Chicago -- John Bellenberg -- Belfast, Maine -- Designer logo gallery -- Lost logos -- Logo gallery -- Designer directory.

All age.