_ 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

_ Introduction to the basics of graphic design
_ Backgrounds, explanations, guidelines for all thematized aspects
_ Strong focus on the grid as the most important element for the topic
_ With many visual examples

Where do you use which grids? What is their significance? How are they created? This book answers all of these questions.
Where do you begin? What steps follow each other? What differentiates the visual from the verbal? This book will tell you.
What is “visual rhetoric”? What are the “four sides of a message”? What is the relationship between method and intuition? Read all about these topics in this book.

And much more besides: “Structuring Design” presents the principles and rules of visual communication as an introduction to practical design. The book offers a compact mix of explanations, practical tips, and background information, coupled with an extensive glossary.

Awarded with the TDC New York “Certificate of Typographic Excellence”

DAS DETAIL IN DER TYPOGRAFIE
BUCHSTABE, BUCHSTABENABSTAND, WORT, WORTABSTAND, ZEILE, ZEILENABSTAND, KOLUMNE

Jost Hochuli

Das Detail in der Typografie ist eine knapp gefasste Einführung in jene Fragen, die den Buchstaben, das Wort, die Zeile und den Zeilenabstand betreffen, also jene Elemente, die für die Lesbarkeit eines gedruckten Textes unerässlich sind. Ein ansprechendes, interessantes Layout mag zwar Leserinnen und Leser erfreuen und anziehen; wenn das Detail aber nicht stimmt, wird das Lesen mühsam und die Freude ist von kurzer Dauer. Wem daran liegt, dass seine gedruckten Texte nicht nur angeschaut, sondern auch gelesen werden, der hat mit diesem Büchlein einen unverzichtbaren Leitfaden gefunden.
Das Detail in der Typografie von Jost Hochuli erschien zum ersten Mal 1987 bei Compugraphic in den USA und wurde in sechs weitere Sprachen übersetzt und war auch im deutschsprachigen Raum sehr erfolgreich. Nun liegt das gefragte Büchlein wieder vor, völlig überarbeitet und erweitert.