Logo (Paperback)

by Michael Evamy (Author)
Key Phrases: johnson banks, mission design, coast design, Geismar Inc, The Netherlands, Lippincott Mercer (more...)

Editorial Reviews

Product Description
The logo bible, this book provides graphic designers with an indispensable reference source for contemporary logo design. More than 1300 logos are grouped according to their focal form, symbol, and graphic associations into 75 categories such as crosses, stars, crowns, animals, people, handwritten, illustrative type, etc. To emphasize the visual form of the logos, they are shown predominantly in black and white.

By sorting a vast, international array of current logotypes ranging from those of small, design-led businesses to global brands the book offers design consultancies a ready resource to draw on in the research phase of identity projects. Logos are also indexed alphabetically by name of company/designer and by industrial sector, making it easy to piece together a picture of the state of the identity art in any client's marketplace.

About the Author
Michael Evamy is a design journalist, author, and copywriter and works with major design companies on branding and identity projects. His previous books include World Without Words and, with Lucienne Roberts, Insight.

Product Details

• Paperback: 352 pages
• Publisher: Laurence King Publishers (October 4, 2007)
• Language: English
• ISBN-10: 185669528X
• ISBN-13: 978-1856695282
• Product Dimensions: 9.5 x 7.6 x 1.6 inches
• Shipping Weight: 2.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #71,648 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Nice thick catalog, October 26, 2008

By	Parka (Singapore) - See all my reviews (TOP 500 REVIEWER)

Length:: 0:25 Mins

This is a very simple book. It's a catalog of logos -- the logo, the designer and logo's company.

The categorization is by logotypes, letters, wordmarks, initials, typographic elements, symbols, abstract and representational. Under these are future categorization. Please view the picture below large to get an idea because it's hard to explain.

The collection of logos featured are primarily printed in black and white in this book. The lead in page however, has the logos (small), in color.

That's pretty much about this book. Oh, and it's thick at 350 pages, more so because it's printed on 160gsm (I guess) matt paper.

There are more pictures of the book on my blog:
parkablogs.blogspot.com/2008/10/book-review-logos-by-michael-evamy.html

2 of 2 people found the following review helpful:

4.0 out of 5 stars Excellent with reservations, November 19, 2007

By	J. Coates (USA) - See all my reviews (REAL NAME)

This is a nicely conceived book but has a few problems. None of which stopped me from buying it!
The design and typography used to differentiate sections of the book (groups and categories in the book or classifications of types of symbols, logotypes, signatures, etc.) is difficult to use. If the actual type and design to differentiate these sections had been more clearly done, the book would have been much more useful and leveraged one of its greatest assets. (So, whoever designed the book made that mistake!)
The last section of the book is on multiple solutions used for one identity. This is in contrast to most identity design which uses only one logo or symbol (Apple, Nike, 99% of the book).
This multiple identity solution (sorry, the author calls it something else but I don't have the book with me at home while I write this) is a trend that is emerging slowly over the past 10-15 years. But the coverage in this book is very thin. There are a number of other examples of this method which are not included. I wish there was more on this.
One thing I would like to have seen more of is deeper historical context of identities. More text on, about, why, and who of each or most of the designs. Right now, it is just a picture collection.
Not so much a flaw but something to consider - This book has the greats. Old and newer and very new. But it also has some real silly stinker examples. You wonder, why is that logo in here? For example: the ugly reworking of the UPS logotype shield. Why include this? (and I am not a fan of Paul Rands original although, it would have been far better to included for historical impact purposes)
Indeed, this is the bible and shows the good, the bad, and the ugly but all on a level playing field.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Phenom, February 4, 2008

By	W. Adams (Wisconsin) - See all my reviews (REAL NAME)

This is a great reference. Most of the designs are in black and white, which does emphasize the form. As designers, it's important for us to understand that shape might be the most distinctive aspect of a logo. This book includes backgrounds and cites the designer for nearly every of the 1300 logos featured.