_ introduction to the history and significance of logotypes for corporate design
_ analysis with regard to rhetoric style figures
_ classification based on communication strategies and intended effects
_ formulation of systems and methods for pratical use

The volume will enable students and professionals in the fiels of graphic design and visual communication to better understand existing marks and logos and apply the principles of rhetoric to create persuasive new ones. It offers a descriptive model with practical guidelines for systematic and structured working.

The creation of a logo as one of the most important elements of corporate design is a demanding design task. The idea that a good logo is by definition a persuasive logotype suggests a direct link to the principles of rhetoric, which, according to Aristotle, has the power of observing the means of persuasion on almost any subject. It follows that rhetoric concepts and methods are ideally suited for understanding the effectiveness of logos and expanding the horizons of applied design work.
After an overview of the history of logos and how corporate design has evolved since its inception, Eduard Helmann illustrates how designers can utilize the tools of rhetoric. Stylistic devices play a central role in this as logos are analyzed and classified to determine which communicative strategies and intended effects they fulfill. The theoretical insights gained from this provide designers with a wealth of knowledge that facilitates analysis, ideas generation, and argumentation along with a deeper understanding of the design process.

Details

This handy how-to guide is chock-full of everything you need to know to produce professional hand-lettering—whether you’re an experienced artist interested in broadening your skills, or just a curious novice in need of an eye-catching yard sale sign. Jam-packed with detailed drawing techniques, convenient reference models, invaluable skill-building exercises, and real world case studies, House’s Chief Lettering Officer, Ken Barber, reveals the secrets for creating virtually any letter style in nearly every design scenario imaginable. Most important, you’ll learn simple and easy-to-use step-by-step methods for making alluring and effective lettering, all the way from concept to final execution.

• WRITTEN BY KEN BARBER
• FOREWORD BY JIMMY KIMMEL
• PREFACE BY ANDY CRUZ
• 208 PAGES
• LAVISHLY ILLUSTRATED
• FULL-COLOR PRINTING WITH METALLIC AND SPOT INKS
• RIDICULOUS COVER EMBOSSING
• LAY-FLAT BINDING FOR EASY REFERENCE
• 8.5″ × 11″ (216 × 280 MM)
• ENDORSED BY BARRY KATZ

The Logo Design Idea Book

Steve Heller and Gail Anderson

Arrows, swashes, swooshes, globes, sunbursts and parallel, vertical and horizontal lines, words, letters, shapes and pictures. Logos are the most ubiquitous and essential of all graphic design devices, representing ideas, beliefs and, of course, things. They primarily identify products, businesses and institutions, but they are also associated, hopefully in a positive way, with the ethos or philosophy of those entities. The 50 logos in this book are examples of good ideas in the service of representation, reputation and identification. 

• Paperback
• 128 pages
• 50 illustrations
• Size: 220 x 158 mm
• ISBN: 9781786274120
• Published: 05/08/2019