The Power of Logos: How to Create Effective Company Logos [Hardcover]

William L. Haig (Author), Laurel Harper (Author)

Book Description

ISBN-10: 0471287784 | ISBN-13: 978-0471287780 | Publication Date: April 30, 1997 | Edition: 1

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

Editorial Reviews

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.

From the Back Cover

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

See all Editorial Reviews

Product Details

• Hardcover: 208 pages
• Publisher: Wiley; 1 edition (April 30, 1997)
• Language: English
• ISBN-10: 0471287784
• ISBN-13: 978-0471287780
• Product Dimensions: 9.5 x 7.4 x 0.6 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #2,645,141 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

8 of 10 people found the following review helpful:

5.0 out of 5 stars Best book on the topic; a MUST for any business or organizat, December 4, 1998

By A Customer

This review is from: The Power of Logos: How to Create Effective Company Logos (Hardcover)

The book is an excellent tool that anyone in the business world or an organization or institution should have as a necessity. It is well written, organized, educational, and thought provoking. Anyone that is contemplating creating, using, or viewing a logo should read this book immediately. Haig's exemplary collection of information and ideas on something that so profoundly bombards us and affects our choices daily, is something every thinking person should set aside some time to read. It is well worth the price and should become a part of EVERY reference shelf; it is something you will want to share with others. It would make a great gift for any thinking person - or one that should.

5 of 7 people found the following review helpful:

5.0 out of 5 stars A Powerful Book for Anyone Doing Business, October 30, 1998

By A Customer

This review is from: The Power of Logos: How to Create Effective Company Logos (Hardcover)

The Power of Logos is vital for anyone doing business today. As basic as a business card, a logo with impact is crucial to a company -- from its business cards up in conveying its image. This book shows what, why, and how to.... A powerful book, The Power of Logos details principles of persuasive techniques to incorporate into a logo. It provides important, power-packed psychological secrets to put power in a company logo -- which should be, after all, a logo's primary purpose.

3 of 5 people found the following review helpful:

4.0 out of 5 stars Ugly but excellent, May 1, 2003

By 

Scott Knudsen (Air Ronge, Saskatchewan Canada) - See all my reviews
(REAL NAME)   

This review is from: The Power of Logos: How to Create Effective Company Logos (Hardcover)

This book looks like it was designed 50 years ago even though it was published in 1997. Even though it looks ugly what is inside is very educational. Every business that needs to express their identity needs to own this book. Not educating yourself on the nuances of logo design could break your company.