The Elements of Logo Design ― Design Thinking - Branding - Making Marks
The Elements of Logo Design ― Design Thinking - Branding - Making Marks
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  • A Visually Stunning Guide to Learning the Art of Logo Design

    Designers looking to learn the art of designing logos need look no further than The Elements of Logo Design by world-renowned 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
  • 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.
  • Alex W. White is the author of The Elements of Graphic Design: Space, Unity, Page Architecture, and Type, Listening to Type: Making Language Visible, and Advertising Design and Typography. His books are used by professionals and as university texts the world over. He is chairman emeritus of the Type Directors Club and has taught graphic design and typography for thirty years at Parsons School of Design, Syracuse University, and the Hartford Art School. He is the chairman of the graduate program in design management at the Shintaro Akatsu School of Design at the University of Bridgeport in Connecticut. He holds an MFA in Advertising Design from Syracuse University and a BFA in Graphic Design from Kent State University.

    Jerry Kuyper has more than thirty years of experience directing and designing corporate and brand identity programs and has worked for such big-name branding companies as Lippincott, Siegal & Gale, Landor, and Saul Bass & Associates.
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