In the first half of this book, authors Sean Adams and Noreen Morioka walk readers step-by-step through the entire logo-development process. Topics include developing a concept that communicates the right message and is appropriate for both the client and the market; defining how the client's long-term goals might affect the look and needs of the mark; choosing colors and typefaces; avoiding common mistakes; and deciphering why some logos are successful whereas others are not.

The second half of the book comprises in-depth case studies on logos designed for various industries. Each case study explores the design brief, the relationship with the client, the time frame, and the results.

About the Author

Sean Adams is the Executive Director of the Graphic Design Graduate Program at ArtCenter, founder of Burning Settlers Cabin studio, and on-screen author for lynda.com/Linked In. He is the only two term AIGA national president in AIGA's 100-year history. In 2014, Adams was awarded the AIGA Medal, the highest honor in the profession. Previously, Adams was a founding partner at AdamsMorioka.

Terry Lee Stone is a design management consultant, educator and writer based in Los Angeles. Stone currently consults to various design firms, including BMW Group Designworks USA. In addition to practicing professionally, Terry teaches at California Institute of the Arts (CalArts). Stone has been on the Board of Directors of the American Institute of Graphic Arts (AIGA) in Atlanta, Los Angeles and Miami, where she also served as the chapter's president. She served nationally as the president of the AIGA Chapter President's Council.

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