- Paperback: 352 pages
- Publisher: Laurence King (October 4, 2007)
- Language: English
- ISBN-10: 185669528X
- ISBN-13: 978-1856695282
- Product Dimensions: 7.7 x 1.7 x 9.8 inches
- Shipping Weight: 2.8 pounds
- Average Customer Review: 33 customer reviews
- Amazon Best Sellers Rank: #1,368,402 in Books (See Top 100 in Books)
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LOGO Paperback – October 4, 2007
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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.
Top customer reviews
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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.
Hope you enjoy.