Redesigns are part of every designer’s repertoire, but sometimes getting inspired or motivated to redesign an existing logo can be challenging and cumbersome. The goal of maintaining equity by using existing elements in new ways and combining them with new elements is akin to the task of “recycling” In other words – how do designers improve and recreate identities without throwing out the usable stuff that is makes up the existing brand? Recycling and Redesigning Logos demonstrates the strategies and processes of successful redesigns and shows readers how to build on the equity the brand already retains to create a fresh look. The case studies feature before and afters of the logos and discuss why the redesign was necessary and demonstrate how to reuse, reformat and build on the ingredients, materials and essence that is already there.
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Hodgson, Michael. Recycling & Redesigning Logos: A Designer’s Guide to Refreshing & Rethinking Design. Rockport: Quayside. 2010. 192p. photogs. ISBN 9781592536115. pap. $30. GRAPHIC ARTS
Unlike many available books on logo design, Hodgson’s work focuses on customer interactions. Specifically, he looks at real-life situations that required revising an organization’s design strategy to stay relevant with customers. Hodgson provides case studies showing how designers responded to given problems, as well as interviews with designers who worked on major commissions. One good example was completed by Ph.D, a Design Office, the Santa Monica firm where Hodgson is the principal and creative director. His group designed a visual identity to reflect the growth of Inner-City Arts, a Los Angeles arts-education complex that began as a program for young children but later expanded to offer programs for a wider age range. The new identity focuses on sophistication and replaces a design scheme that reflected the youth and innocence of its early students. This attractive book is well written, with appropriate depth and touches of wit. An added thumbnail gallery of logos at the end is nice; however, an index would have been helpful. VERDICT Highly recommended for professional graphic designers and design students. - Library Journal, November 15, 2010
About the Author
Michael Hodgson is the principal and creative director of Ph.D, a Santa Monica-based design firm whose work is executed across a wide range of mediums including environmental graphic design, books, web, print, motion graphics, and as Visual Personalities, Ph.D’s patent-pending blend of branding, logo, and identity.
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Customer Reviews
The style of the book too is refreshing; dialogue from the author, interviews with trade professionals, case studies and a nice breadth of stylings. There's even a visual glossary section up front, that I think some of our clients could be reminded of every now and again.
This is a great read. Don't just pick this up for the imagery. Each of these stories will add to your trade toolbox.
To me that's what makes Recycling & Redesigning Logos so special--and ultimately timeless. It brings together some of the industry's very best branding and design experts to share real-world examples of successful rebranding efforts. It includes a great balance of big brands you'll recognize and those of smaller organizations. They reveal the problems they were trying to solve, motivations of the client, challenges they encountered, and what they learned along the way.
The examples are well chosen and beautifully presented. It shows logo drafts, even early hand-drawn sketches, and representations of the finished brands in public the way that consumers ultimately experience them. Hodgson did a wonderful job of putting each project in context, helping readers understand the goals of the rebranding, the process involved--and that the logo itself is a core element, but only one element of a brand's voice, personality, and visual brand. "The logo is just the start of the story."
Unsurprisingly the design and typography of the book are beautiful and make it worth returning to for inspiration again and again. But the other thing that has kept me coming back to this book is the warmth and charm of the writing style. It's a pleasure to read. Exceptionally well done.
