The Elements of Logo Design: Design Thinking, Branding, Making Marks


A Visually Rich Guide to Learning the Art of Logo Design

By Alex W. White

Designers looking to learn the art of designing logos need look no further than The Elements of Logo Design by designer Alex W. White. Unique in its approach to explaining how to design marks, The Elements of Logo Design explores design unity, typography and its expression as frozen sound, how a logo fits into a greater branding strategy, and how to build a logo.

With more than four hundred examples culled from advertising, editorial, and web use, readers will gain a comprehensive understanding of universally shared graphic design principles. These principles are then applied to logo design specifically, relating the discipline to all other graphic design.

Chapters include such topics as: logic in design; relationships, hierarchy, and structure; differences and similarities in design; research and planning an identity; how to build a logo using type, image, and space; letterforms, type, and fonts; type alteration; semiotics: icons and symbols; and image-to-image relationships.

With a foreword by Jerry Kuyper, who is widely recognized as one of the top twenty-five logo designers of all time, The Elements of Logo Design is a formidable resource for learning the art of branding and making marks.

Designed by Alex W. White

Published by Allworth, 2017

Softcover, 224 pages, full color, 8 × 10 inches

ISBN: 978-1-62-153602-4

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