Design is an ever-evolving profession. Those of us apart of it are committed to always improving our skills, and growing creatively and professionally in order to attract the kind of work we so desire. In his book Logo Design Love, author David Airey provides a guide for designers, and those inspiring to be designers. This is my review of Logo Design Love.
"Reuters magazine proclaimed in 1997 that "In the last 30 years, mankind has produced more information than in the previous 5,000." Because humanity is now producing such a vast amount of information, we're seeing logos that are increasingly similar to one another. This poses a problem for companies that are trying to differentiate themselves visually, but it also creates an opportunity for designers who are skilled enough to create iconic designs that stand above the crowd"
Design is an ever-evolving profession. Those of us apart of it are committed to always improving our skills, as well as studying, learning, and growing creatively and professionally in order to attract the kind of work we so desire. In his book Logo Design Love, author David Airey provides a guide for designers, those inspiring to be designers, and anyone else wanting a better understanding of the logo design business.
Airey is a self-employed graphic designer from Northern Ireland who specializes in brand identity. I first learned of David and his book a short while ago through one of his blogs which is also titled Logo Design Love. In fact, it was this blog that eventually landed him his book deal. Being a frequent reader of David's blog, I was already a fan of his work as well as his detailed writing style. When I had finally noticed that he'd written a book on logo design and brand identity, I bought it on the spot.
Designing logos are among my favorite projects to take on as a freelance graphic designer, mainly because logo design is directly linked with branding. If you've been following my blog as of late than you're probably already aware that I've become quite the advocate for personal and company branding.
Branding is a topic that has always captivated me. It's the simple idea of a company's perceived value being, at times, greater than its actual value that interests me. Or, that reputation can have more influencing power than price. Or, that consumers can become so passionate about a brand that they'll happily defend it at the drop of a hat.
How does this relate to logo design? Well, in most cases, a logo is the most recognizable feature a company has... the face of the brand if you will. For example, if I were to mention the name "McDonald's" most will immediately picture golden arches. I'm betting you did. The same can be said of Microsoft, Apple, Ford, and Target. For me personally, designing a company's brand's identity - the logo that first comes to mind - is a challenging, yet fun and worthwhile experience, as David highlights in his book.
Logo Design Love is an absolute fantastic read because of the level of detail the author dives into at every step of the design process. Airey uses real life examples of his work and experiences working with clients to explain why brand identity is important, how to create iconic logos, and how to best work with clients to achieve success as a designer.
Furthermore, Airey offers practical advice for graphic designers and does a great job of covering key topics relevant to freelancers, such as the logo design process and properly pricing one's own work. In fact, one of the biggest takeaways for readers will likely be his concept of mind maps. Airey introduces mind mapping as a useful brainstorming technique to help in drafting ideas prior to even turning on a computer. This is one technique that I'll be implementing into my logo design routine.
Overall, I really enjoyed reading this book. It's a fairly short read and to the point, and held my attention which can't be said for many other books in this category. Logo Design Love is full of useful, real life business advice for the freelance designer, and I'd certainly recommend it to anyone who might fit this description.