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Logo Design Love: A Guide to Creating Iconic Brand Identities Paperback – December 30, 2009

124 customer reviews
ISBN-13: 978-0321660763 ISBN-10: 0321660765 Edition: 1st

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Editorial Reviews

From the Back Cover

There are a lot of books out there that show collections of logos. But David Airey's “Logo Design Love is something different: it's a guide for designers (and clients) who want to understand what this mysterious business is all about. Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points. Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable. - Tom Geismar, Chermayeff & Geismar

InLogo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last.
David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos forTimemagazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; and many more.
Readers will learn:
  • Why one logo is more effective than another
  • How to create their own iconic designs
  • What sets some designers above the rest
  • Best practices for working with clients
  • 25 practical design tips for creating logos that last

About the Author

David Airey, a graphic designer from Northern Ireland, has been intrigued about brand identity since the 1990s, when he enrolled on his first graphic design course. Having honed his skills working in the UK and the United States, he then made a conscious choice to specialize in logo design.

Self-employed since 2005, David has amassed an impressive global client list, including Yellow Pages (Canada), Giacom (England), and Berthier Associates (Japan). He writes three of the most popular graphic design blogs on the Internet:,, and, attracting more than 600,000 online visitors every month.

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Product Details

  • Paperback: 216 pages
  • Publisher: New Riders; 1 edition (December 30, 2009)
  • Language: English
  • ISBN-10: 0321660765
  • ISBN-13: 978-0321660763
  • Product Dimensions: 7 x 0.4 x 9 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (124 customer reviews)
  • Amazon Best Sellers Rank: #73,831 in Books (See Top 100 in Books)

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More About the Author

David Airey has been successfully self-employed as a graphic designer since 2005. Specializing in the design of brand identities, he works with clients of all sizes from his studio in Northern Ireland.

He is the author and editor of three of the most popular design blogs on the Internet:,, and, with the sites attracting more than 1,000,000 page views every month.

Customer Reviews

Most Helpful Customer Reviews

56 of 60 people found the following review helpful By Christopher W. Taylor on January 7, 2010
Format: Paperback Verified Purchase
David Airey has nailed the topic of logo / identity design right on the head!

I have been fortunate enough to have a handful of my logos featured in a few best selling books. By no means do I consider myself an expert, but instead (just as every designer should be): a constant learner. Success is fleeting and then it's back to the drawing board to try and repeat the process. Just as every designer with a beating heart, I have questioned my design process, my pricing, my abilities, and my skill at negotiating with the client. Logo Design Love gave me the confidence to say: "You know what? I'm doing ok, but here's what I'm going to work on..." David Airey has come as close to mastering the topic as one can and he translates his methods flawlessly into an easy to understand series of steps that are sure to get your designs on the right track every-time. I am pleased to say that though I have been using much the same approach as David when constructing logos, I took some very valuable tips and strategies away from this that I can not wait to apply to my next identity design!

Perhaps the best thing about this book is that it can serve as the perfect way to educate your client on the concept and process of logo design! 2009 found many of my clients consistently trying to pit my prices against crowd-sourcing sites even though there was absolutely no comparison in the quality and level of service between us...AND IT'S FRUSTRATING! VERY, VERY FRUSTRATING! You must remember that to the average client: a logo is just a logo and therefore shouldn't cost that much to make matters worse, we designers have collectively pandered to this mentality instead of correcting it. This book, when given to your client, will correct it!
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28 of 32 people found the following review helpful By J. cheung on May 31, 2011
Format: Paperback Verified Purchase
Like another reviewer mentioned, I bought this book hoping to gain new insight on the thinking process behind designing logos and such. My favorite section of the book is where the author explains how designers use mind maps to draft ideas before turning to use the computer.

However, when it came to showcasing different logos, it almost came across as advertising how great the respective designer(s) were for coming up with the different logo designers, and consequently how successful the company did after the re-branding effort. There was the problem (logo was boring), and then the solution (designer drew up some ideas and voila, a cool logo was implemented)...but what I really wanted to know was the thought process in between these two steps!

All in all, a good read with some useful tips
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13 of 15 people found the following review helpful By Kristin on September 14, 2010
Format: Paperback Verified Purchase
I really enjoyed reading this book. It's fairly short and to the point and will hold your attention unlike a lot of books I have purchased in this category. I wasn't sure I needed it at first. I have quite a few books on my bookshelf on this subject, some that I have never been able to stomach for more than a few pages. This book is not one that will sit on your shelf unread. It's chock full of useful, real life business advice for the freelance designer. David also walks you through his identity design process using real examples. This is everything I wanted to learn in school, but never did. If you are a graphic designer and you haven't read this, you are doing yourself a huge disservice.
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6 of 6 people found the following review helpful By Susanne C on April 8, 2013
Format: Paperback
Logo Design Love by David Airey is a welcome addition to my newly budding collection of design books.

Previously, I had bought another logo book that included ample examples of logos with wholly unrelated text and spatters of quotes, meant to stimulate speculation as opposed to provide instruction. Conversely, Airey's book provided text that was engaging, sequential, and meaningful in addition to providing some stellar pictorial examples of state-of-the-art logos. Airey's choice of logos used mostly artistic typeface, but were none the less brilliant, while the book itself flowed in a friendly manner.

Although well over 45% of the book covers the business aspects of design, such as the how-to of presenting and leading design projects to clients, David Airey wrote these sections as if he were writing a letter to a dear friend. Indeed, Airey's warm tone of voice made the business components inviting, irrespective of how much background the reader might already have with presenting deliverables to the client.

With that said, the highlights of the book for me included the following:

1. The chapter providing brainstorming/mind mapping techniques for coming up with various words associated to general themes or concepts surrounding the company.

2. The multitude of examples of the evolving sketches that comprised a fundamental part of the design process.

3. The instruction on how to make a compelling logo design, including such advice as keeping it simple, singularly focused, and black-and-white (for the initial concept).

4. The amazing examples of state-of-the-art logo designs, including snippets of proposed design(s) along with the client approved design.

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9 of 11 people found the following review helpful By Victor Zuniga on January 15, 2010
Format: Paperback Verified Purchase
David's book is more than a guide to creating iconic brand identities, is a guide to be a more successful graphic designer in anyway. The book was easy to follow and there is nothing bad I can say about it. I am a graphic design student and this book is very inspiring, I can only say that is an excellent read. I have learn more from this book than any graphic design professor I have had.
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