Logo Theory: How Branding Design Really Works by A. Michael ShumateLogo Theory: How Branding Design Really Works by A. Michael Shumate

Logo Theory: How Branding Design Really Works

byA. Michael Shumate

Paperback | June 7, 2016

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The famous identity designer Ivan Chermayeff said of Logo Theory, "at last somebody actually understands what identity design is all about and how it is accomplished."

Learn why certain corporate identities have been used for decades, some for more than half a century, and still look contemporary, while others look dated and tired in only a few years.
• There principles of identity design that don’t change, principles that transcend fad and fashion.
• Discover the four different kinds of corporate identity concepts and how that can help you generate more and better identity concepts
• Learn visual techniques that can turn a common concept into an uncommon, even remarkable identity.
• Avoid the Seven Deadly Sins of Logo Design.
• Learn all these things without years of fruitless trial and error.

With clear, real world examples, all of this is provided in Logo Theory: How Branding Design Really Works. You’ll see with your own eyes concepts and principles not found in any other book on branding design.

And they work.

A. Michael Shumate has been a career designer and illustrator for almost fifty years, having taught graphic design at university before getting his BFA degree in graphic design. Michael is now Professor Emeritus from St. Lawrence College (Kingston, Ontario) where he taught for 25 years. He is a public speaker, a passionate and pragmati...
Title:Logo Theory: How Branding Design Really WorksFormat:PaperbackDimensions:156 pages, 8.5 × 8.5 × 0.42 inPublished:June 7, 2016Publisher:Elfstone PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0973933321

ISBN - 13:9780973933321


Table of Contents

Introduction 1Chapter One: Foundational Principles of Graphic Design 3Section 1: Professional, Prima Donna or Artsy-Fartsy? 4Section 2: Bedrock Principles 6Section 3: What is the Purpose of Graphic Design? 7Section 4: Form Follows....? 9Section 5: Basic Principles of Design 11Section 6: Legibility and Contrast 14Section 7: Color and Contrast 18Section 8: The Doctrine of Coincide or Contrast 23Chapter Two: Branding Fundamentals 25Section 9: A brief Overview of Branding History 26Section 10: Evolution of Some High Profile Identities 30Section 11: Great Designersof the Last Century 33Chapter Three: Core PrinciplesGenerating Concepts 39Section 12: Corporate Identity Components 40Section 13: Identity Concepts:Corporate Activity 44Section 14: Identity Concepts:Corporate Ideals 46Section 15: Identity Concepts:Corporate Name 48Section 16: Identity Concepts:Abstract 50Section 17: Knowing Your Client 52Section 18: Self-Brainstorming 54Chapter Four: Core PrinciplesSeven Deadly Sins of Logo Design 58Section 19: Blowout 59Section 20: Deadly Sin of Logo Design #1:Can't Work in Black Only 62Section 21: Deadly Sin of Logo Design #2:Lack of Mass 65Section 22: Deadly Sin of Logo Design #3:Obscure Contrast 68Section 23: Deadly Sin of Logo Design #4:Wayward or Parts Out of Harmony 70Section 24: Deadly Sin of Logo Design #5:Overlapping Elements 72Section 25: Deadly Sin of Logo Design #6:Unrefined Shapes 74Section 26: Deadly Sin of Logo Design #7:Tiny Elements, Thin Lines 76Section 27: What's Left? 79Chapter Five: Core PrinciplesVisual Techniques 82Section 28: Visual Technique #1:Containment 83Section 29: Visual Technique #2:Planar of Silhouette 85Section 30: Visual Technique #3:Fragmentation 87Section 31: Visual Technique #4:Unique Coincidence 89Section 32: Visual Technique #5:Linear Treatment 90Section 33: Visual Technique #6:Ligatures, Swashes and Flourishes 92Section 34: Visual Technique #7:Negative Shapes 95Section 35: Visual Technique #8:Essence 96Section 36: Visual Technique #9:A System of Shapes 98Section 37: Visual Technique #10:Sculpted Type 100Section 38: Working at Creativity 104Chapter Six: Core PrinciplesColor, Typographic and Spatial Issues 109Section 39: Log and SignatureColor Basics 110Section 40: Advanced Color Issues for Identities 112Section 41: TypographicIssues with Signatures 120Section 42: famous Fails 127Section 43: Favicons 132Section 44: Final Words 135Glossary 138Index 141