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Principles of Logo Design

Principles of Logo Design

Japanese Language | Paperback | 2023 |224 pages | 23×18 cm

Publisher  BNN
Author   George Boqua (Author), Kaori Yurida (Translator)
ISBN   9784802512671


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“A logo composed of simple shapes can convey a strong message that surpasses anything complex, and can leave a lasting impression in the hearts of those who see it.” - George Boqua

In this book, logo designer George Boqua introduces the knowledge and process for creating logotypes that stand the test of time. Using excellent examples, we will explain the general concepts and types of logo design, as well as design methods and processes.
Applying timeless principles such as the grid and the golden ratio, he teaches how to create maximum communication with minimum information. This is a book that will serve as a guide for those who want to refine their own designs.

【table of contents】
preface

Chapter 1 General Concepts
Is a logo just a logo?
1.618033
Are there rules?  none?
Less Is More?
modernism in design

Chapter 2 Types of logo design
pictorial mark
letter form
abstract mark
word mark
monogram
negative space mark
logo system
pictogram
Pattern as an identity element

Chapter 3: Visual matters
Gradation
Simplify color gradients
Gradient shading with strokes
light and shading
sphere shading
Light and shading on simple marks
Chiaroscuro in logo design
logo visibility
graphic device
Black on White vs. White on Black
make it look the same size
bone effect
Bone effect in logo design
overshoot
balancing
visual paradox
Types of visual paradoxes
impossible shapes
Logo design with impossible shapes
motion illusion
ambiguous form
Symmetry vs. Asymmetry
Solid vs. Line
Sharp vs. rounded
Pattern as a design element
Three-dimensional feeling
dialectical approach
composition
experiment and coincidence
copy vs. imitation
Relationship with clients
borrow the power of something tangible

Chapter 4 Design Process
concept
mood board
sketch
Early stage
elaborate
fine tune
execution
Applying a grid
Applying grids to complex shapes
type lockup

Chapter 5 Presentation
presentation
brand guidelines
Logo usage guidelines
design fee
design studio

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