The Power of Logos: How to Create Effective Company Logos - Hardcover

Haig, William L.; Harper, Laurel

Hardcover

ISBN 10: 0471287784 ISBN 13: 9780471287780

Publisher: Wiley, 1997

Synopsis

This book brings together both design and marketing expertise to explain how to create a truly effective company logo. It demonstrates and explains how to integrate concepts such as credibility, familiarity, and the essential spirit of a business into a logo design. Written for both the designer and the company manager, it defines the meaning of "credibility" and then demonstrates the kinds of qualities that convey credibility in a company logo. You need this book if you are: A designer attempting to understand:

• marketing and business concepts
• how to translate "credibility" into design
• the defining qualities of a business
• what a client is saying
• the many applications of a logo

A manager attempting to understand:

• how to approach the task of creating a logo
• the designer’s perspective
• what message a company logo should convey
• how design can be used to symbolize expertise
• how to communicate clearly with a designer

About this title

From the Inside Flap

The Power of Logos How to Create Effective Company Logos By William Haig and Laurel Harper In this trailblazing new book, authors William Haig and Laurel Harper provide a comprehensive study and foolproof method for creating the most important business marketing tool — a winning logo — through that vital communication principle, credible persuasion. The Power of Logos, the first instructional book ever published on the subject, offers concise yet complete lessons on how to plan, develop, evaluate, and implement effective logos. Just what constitutes good and bad logo design, from both a creative and a business perspective? Complete with examples of great hits, these pages answer that question, demonstrating the power of credibility persuasion in logo design. This book shows how to avoid creating logos that project the wrong message, and focus instead on the essential elements that give a logo its power to attract, motivate, and influence the various audiences a company needs to reach. But above all, a logo must inspire confidence. The Power of Logos provides step-by-step guidance to reach that vital goal. Once you absorb those basic principles, you’ll soon know how to create a logo that:

• reflects a firm’s most essential characteristic
• or basic spirit of its product or service;
• can be identified instantly across interna-
• tional boundaries and language barriers;
• becomes a familiar symbol of respect, con-
• tinuity, and expertise in its field; and
• has longevity.

By showing how to incorporate the credibility persuasion principle into your work, this book offers a unique approach to logo design. The authors also accentuate the importance of establishing a symbiotic relationship between the graphic designer and the client or company manager. Clear and concise communication between the client and the designer result in a visually articulate and highly identifiable logo that represents the company’s credibility. Showcasing hundreds of logos, this visually stimulating book provides up-to-date case studies and valuable how-to information for graphic designers, students, marketing directors, and business owners alike. The Power of Logos will prepare you to design a trademark that will work as well painted several feet high on a billboard as it will embossed on a business card, printed on a product label, sewn on a uniform, or flashed across a television or computer screen, right into the 21st century.

About the Author

About the Authors William L. Haig received an M.A. in Marketing Communications at the University of Hawaii. He has worked as a marketing executive since then, and has taught courses on company logo planning at the University of Hawaii. He currently manages marketing, public relations, and graphic design at TheBus — the public transportation system in Honolulu, Hawaii. Laurel Harper is former Editor of HOW: The Bottom Line Design Magazine. She currently manages her own public relations and writing firm, specializing in design, near Louisville, Kentucky.

Edition details

• Publisher: Wiley
• Publication date: 1997
• ISBN 10: 0471287784
• ISBN 13: 9780471287780
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 208