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Logo Creed: The Mystery, Magic, and Method Behind Designing Great Logos Paperback – July 5, 2013
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From the Publisher
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Instead of trying to just describe an organization in filled shape or outline form, what happens if you take its logo and extrude it like a Slinky? The premise here is that these designs have a scientific nature to them. There is a history to the design and the group it represents, and it’s valuable to understand where it came from. The simplest of these logos could be the result of nothing more than taking the outline of an object and just repeating it inside itself. Or the design could be much more complex: It could suggest the idea of a transition—say, when an outline morphs back into its origin, as in a design where a flower morphs back to a seed.
About the Author
Bill Gardner is president of Gardner Design and has produced work for Cessna, Learjet, Thermos, Pepsi, Pizza Hut, Kroger, Hallmark, Cargill Corporation, and the 2004 Athens Olympics. His work has been featured in New York Art Directors, Communication Arts, Print, Graphis, and the Museum of Modern Art, as well as many other national and international design exhibitions. He's the founder of http://www.LogoLounge.com and the author of LogoLounge I-VI and the LogoLounge Master Library series. He lives in Wichita, Kansas.
Catharine Fishel specializes in working with and writing about designers and related industries. Her writing has appeared in many leading publications, including PRINT, Communication Arts, Graphis, ID, and many others. She is editor of http://www.LogoLounge.com and is the author of books including Paper Graphics, Minimal Graphics, Redesigning Identity, The Perfect Package, Designing for Children, LogoLounge I-VI, the LogoLounge Master Library series, and How to Grow as a Graphic Designer. She lives in Peoria, Illinois.
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AND, congratulations Mr. Gardner, I just read that the AIGA (the most respected design organization in America!!) has just chosen you as a Fellow! For those of you not familiar with this, it is among the highest of honors, if not THE highest of honors for a graphic designer today. Well deserved. : )
The most dangerous about such books, is when an author pushes his/her personal opinion, personal terminology and blurred vision into novice readers. Imagine that some design student or a fresh design graduate would use some of the misleading ideas and concepts here and hold to it as a rule, method or a bylaw; can you imagine the outcome?
The funny part is that it combines facts extracted from solid resources and somehow blended with the author's twisted view of design. Imagine it this view, if someone decides to categorize clocks and finds one in a 1$ with a built in light, he decides to name it a "Clocklite", and moves on to his grandmother's house to find a dusty one and egoistically renames it as "DustHour" ... Now all vintage & antique clocks become "DustHour". (The book embeds such descriptions of logos - chapter 12)
Last but not least, how in the name of hell you could accept that "A Spherical logo icon" suggests "Illusion", also "A pixelated logo" suggests "working together" and the funniest is that a blurred logo suggests "an invitation to come closer" & "deep thinking" ... Come on !!!
Finally, there are a lot of advices in the book, some may work, but the most are disastrous, or even corruptible, especially to the young minds. DO NOT TAKE THIS BOOK SERIOUSLY !