Principles of Logo Design

Table of contents

1. Cover
2. Title
3. Contents
4. Preface
5. Chapter 1 General Concepts
   1. Are Logos Just Logos?
   2. 1.618033
   3. Rule or No Rule?
   4. Less Is More?
   5. Modernism in Design
6. Chapter 2 Types of Logo Designs
   1. Pictorial Marks
   2. Letterforms
   3. Abstract Marks
   4. Wordmarks
   5. Monograms
   6. Negative Space Marks
   7. Logo System
   8. Pictograms
   9. Patterns as Identity Elements
7. Chapter 3 Visual Matters
   1. Gradients
   2. Color Gradation Simplified
   3. Shade Gradation with Strokes
   4. Light and Shading
   5. Shading of Hemisphere
   6. Light and Shading on Simple Marks
   7. Chiaroscuro in Logo Design
   8. Logo Visibility
   9. Graphic Device
   10. Black on White vs. White on Black
   11. Same-sized Look
   12. Bone Effect
   13. Bone Effect in Logo Design
   14. Overshoot
   15. Balancing
   16. Visual Paradoxes
   17. Types of Visual Paradoxes
   18. Impossible Figures
   19. Impossible Figures and Logo Design
   20. Motion Illusion
   21. Ambiguous Forms
   22. Symmetry vs. Asymmetry
   23. Solid vs. Line
   24. Sharp vs. Round
   25. Pattern as a Design Element
   26. Dimension
   27. Dialectical Approach
   28. Composition
   29. Experimentation and Accidents
   30. Copying vs. Imitation
   31. Client Relations
   32. Real-life Objects as Aids
8. Chapter 4 Design Process
   1. Concepting
   2. Mood Boarding
   3. Sketching
   4. The Initial Stage
   5. The Refinement Stage
   6. The Fine-tuning Stage
   7. Execution
   8. Gridding
   9. Gridding Complex Forms
   10. Type Lockup
9. Chapter 5 Presentation
   1. Presentation
   2. Brand Guidelines
   3. Logo Use Guidelines
   4. Primary Colors and Secondary Colors
   5. Typography
   6. Grids
   7. Graphic Devices
   8. Stationery
   9. Pricing
   10. Design Studio
10. About the Author
11. Acknowledgments
12. Index
13. Copyright