Customer Reviews

Designing Logos: The Process of Creating Symbols That Endure

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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 terrific read. A fascinating timeline of classic logos stretches from Steinway & Sons lyre (1865) and the everlasting GE (1890) to H&R Block's elegant green square (2000) and National Geographic's gold frame (2002). In between, we come to understand that Chase Manhattan Bank's powerful and mysteriously dimensional octagonal, for example, contains references to Han dynasty coins and the Mobius strip. Mr. Gernsheimer has designed hundreds of logos himself, and he generously takes us behind the scenes to see up close the early explorations, alternatives and subtle meanings. The story of the Carpenter Technologies logo featured on the cover--concentric, progressively refined Cs wrought in red-hot iron--is alone worth the modest price. In Designing Logos, Gernsheimer's explanation of the challenges and opportunities of logo design will help young designers avoid unnecessary pitfalls and encourage designers of all levels of experience to strive for greatness in their work.

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 secrets, all that it took to make him the consummate professional designer he is. It strikes me as gift he is giving the world (at least the graphic design world). It's as though he is passing on his very essence - all he has ever learned and done - for generations to come, really for the ages. Reading this is as good as taking a top level college course in logo and graphic design. It is written through a voice that quite resembles a sage elder-statesman college professor. But it is also written with warmth and almost an avuncular human touch. It's as though you feel the presence and support of someone who really cares that you succeed and will hold your hand through the process.

I have been reading Designing Logos - The Process Of Creating Symbols That Endure very slowly, trying to absorb the enormous amount of essential information, and yet I can't wait to get to the end, to get to all that awaits me. Oh, did I mention that the book's page layout and overall design is beautiful? This is a gorgeous book and one I will treasure. Highly recommended!

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 shot.

I appreciate the background color selections in the various sections and chapters. It seems like a smooth progression of his favorite colors simply judging from the logos he designed in the book. Jack truly is a master of the gradients!

I highly recommend this book for anyone who is interested in learning about logos and doesn't know where to start.

The book I'd previously relied upon is now out of print and I am seeking a reference to use in a university design classroom. However, this book will NOT be recommended. It is too inconsistent in mixing valuable content with superficial or predictable information. The somewhat limited quantity of images is a drawback, particularly in a section where the author discusses what makes a logo good and either the mentioned work is not shown or the reader is referred to another page. This detracts from focusing on the message or studying the specific quality that is being discussed. Many of the images are the author's own work. When logos are shown, the accompanying analysis often lacks depth. The short history section skips from a brief introduction of very early graphic marks, primarily hallmarks and stamps, to a discussion of changing technology methods (describing marker comps, photostats, etc.) to digital printing, so it is more about "how" than about "why." It completely skips most of the 20th century. Given the valuable insights that developed around the world in the latter half of the century, this is an odd omission in a section of "historic perspective."

There is good information in this book, but some that is questionable and contrary to what is advocated by professional design organizations such as AIGA. For example, choices in vocabulary and suggestions for methods of logo development raise concerns about professional practices and approaches. In at least one instance, the author talks about logo and design as "decoration," which devalues the intent of such work and the professionalism that should be key in its development and implementation. The author describes the value of turning to design annuals for inspiration. In other places he freely admits to his fascination with another artist's work as the basis for several of his own solutions. Sometimes he contradicts himself: in one place he talks about how the need to draw a shape around a logo often is an indicator that the mark lacks cohesiveness on its own, when in another section he discusses how a logo needed a shape around it, so he devised a box.

The design of the book is clear, but some instances of color use are a problem. Why was white text-sized type reversed out of lime or gold pages? It is barely legible. Avoiding that lack of readability because of color relationships is usually an early lesson for a designer to learn. I had high hopes for this book, but a search for an effective reference will continue...

This is an outstanding work of scholarship as well as an inspirational guide that would greatly assist anyone wanting to create a logo or commission a brand identity for their company or product. Using this book as a guide would short-cut the process by allowing the user the opportunity to review so many key design themes and looks and zoom in on the concepts that appeal the most.

'Designing Logos' is sure to become a key text book for design students anywhere in the world and should be required reading for graphic designers in all areas of the business to ensure they are keeping up with the trends - without losing sight of the very best of the past.

Jack Gernsheimer, runs a thriving professional design studio and the depth and quality of the work shown in the book should bring him swarms of new clients. I am one of his very satisfied international clients and the story of the creation of our magnificent corporate identity and logos is told in the book. I thoroughly recommend this book for anyone involved in any way in the design and communications business. Bravo Jack!

There is a lot of really good information in this book from a seasoned professional. But extracting the wisdom felt a little like a chore to me.

I found the content was great but the delivery dry making it less appetizing. I felt like I had to wade through it instead of hungrily gobbling it up.

I liked the process examples at the end and there are some really good key points that may have been good to summarize in a snapshot style section at the end of each chapter for easy reference later on?

My feeling is that it could have been more conversational and less technical in its delivery. I really enjoyed Thinking with Type and am going to give Logo Design Love a go.

I received this item 2 days BEFORE the estimated delivery date span! It is in very good condition and I am blown away on the shipping service. I will DEFINITELY purchase items from the Wisdom Shop again! I'm even telling my book loving friends & family about them. I still cannot believe it is here. I was shocked when I opened my mailbox this evening. I thought I would not get it until late next week. Good Luck! Bob