The Power of Logos: How to Create Effective Company Logos
The Power of Logos How to Create Effective Company Logos By William Haig and Laurel Harper In this trailblazing new book, authors William Haig and Laurel Harper provide a comprehensive study and foolproof method for creating the most important business marketing tool — a winning logo — through that vital communication principle, credible persuasion. The Power of Logos, the first instructional book ever published on the subject, offers concise yet complete lessons on how to plan, develop, evaluate, and implement effective logos. Just what constitutes good and bad logo design, from both a creative and a business perspective? Complete with examples of great hits, these pages answer that question, demonstrating the power of credibility persuasion in logo design. This book shows how to avoid creating logos that project the wrong message, and focus instead on the essential elements that give a logo its power to attract, motivate, and influence the various audiences a company needs to reach. But above all, a logo must inspire confidence. The Power of Logos provides step-by-step guidance to reach that vital goal. Once you absorb those basic principles, you’ll soon know how to create a logo that:reflects a firm’s most essential characteristicor basic spirit of its product or service;can be identified instantly across interna-tional boundaries and language barriers;becomes a familiar symbol of respect, con-tinuity, and expertise in its field; andhas longevity.By showing how to incorporate the credibility persuasion principle into your work, this book offers a unique approach to logo design. The authors also accentuate the importance of establishing a symbiotic relationship between the graphic designer and the client or company manager. Clear and concise communication between the client and the designer result in a visually articulate and highly identifiable logo that represents the company’s credibility. Showcasing hundreds of logos, this visually stimulating book provides up-to-date case studies and valuable how-to information for graphic designers, students, marketing directors, and business owners alike. The Power of Logos will prepare you to design a trademark that will work as well painted several feet high on a billboard as it will embossed on a business card, printed on a product label, sewn on a uniform, or flashed across a television or computer screen, right into the 21st century.