Logo: The Reference Guide to Symbols and Logotypes

By Michael Evamy

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  • Paperback
  • 1410 illustrations
  • 352 pages
  • 7¾ x 6 ins
  • ISBN 9781780671802
  • Published February 2015

The next time you are tempted to design a logo, take a look at this book. Chances are, it has already been done. By raising the bar, this wonderful resource will make better designers of all of us. – Michael Bierut

This vast collection of over 1,300 symbols and logotypes – clearly arranged across 75 different categories according to their basic visual form – includes the work of past masters, such as Paul Rand and Saul Bass, alongside some of the most exciting work from contemporary designers. This is a complete, taxonomical guide to the history, development and style of identity design.

About the Author

Michael Evamy is a design journalist, author and copywriter and works with major design companies on branding and identity projects. His previous books include World Without Words and, with Lucienne Roberts, Insight.

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Contents

1    Logotypes and letters

        Wordmarks and initials

1.1        Just type
1.2        Handwritten
1.3        Joined up
1.4        Linked characters
1.5        Intertwined characters
1.6        Combined characters
1.7        What’s in a word
1.8        Telling characters
1.9        Incomplete characters
1.10    Cropped
1.11    Reversals and rotations
1.12    Symmetry and ambigrams
1.13    Stacked
1.14    Modular
1.15    3D
1.16    Treated
1.17    Illustrative
1.18    Paths through type
1.19    Decorated

        Typographic elements

1.20    Single letters A-Z
1.21    Numerical
1.22    Ways of saying ‘and’
1.23    Punctuation marks
2        Symbols
        Abstract
2.1        Squared
2.2        Rectangles
2.3        Triangles and polygons
2.4        Circles and dots
2.5        Ovals and ovoids
2.6        Radiating
2.7        Concentric
2.8        Rotary
2.9        Dotted patterns
2.10    Horizontal stripes
2.11    Vertical stripes
2.12    Converging
2.13    Arcs and swooshes
2.14    Amorphous

        Representational

2.15    Crosses
2.16    Arrows
2.17    Thought and speech
2.18    Waves
2.19    Woven
2.20    Strands
2.21    Light and sound
2.22    Flames
2.23    Globes
2.24    Suns and stars
2.25    Leaves
2.26    Flowers
2.27    Trees
2.28    Landscape
2.29    Natural produce
2.30    Aquatic
2.31    Winged insects
2.32    Birds
2.33    Wildlife
2.34    Horses
2.35    Cats and dogs
2.36    Mythology
2.37    Bodies
2.38    Hands and feet
2.39    Heads
2.40    Eyes and faces
2.41    Hearts
2.42    Crowns
2.43    Paper
2.44    Balls
2.45    Everyday objects
2.46    Houses
2.47    Historic buildings and monuments
2.48    Architecture
2.49    Transport
2.50    Cornucopia
2.51    Shields

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