Learn how to create iconic visual branding that stands the test of time with the innovative tools and inspiration in Logos That Last.

*Winner of the 2023 American Graphic Design Award for Book Design from Graphic Design USA*

Award-winning graphic designer Allan Peters has distilled the knowledge and experience of a 20-year career into this landmark guide for designers and brand strategists of any level.

Through the years, Peters has designed hundreds of logos for top brands as well as personal passion projects, and has developed a unique creative process he shares in Logos that Last for the very first time. Learn how to build great relationships with clients, while cultivating consistency and productivity.

Logos that Last also includes:

• Detailed case studies that follow designs from concept to completion
• Tips for turning a good idea into a great logo
• Strategies for extending a great logo into a dynamic brand system
• Advice for turning your passion into your profession

With Logos that Last, discover how to create inventive, thoughtful, and enduring logos with Peters's own hands-on, step-by-step process.

Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process.

It's harder than ever to be the brand of choice--in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes.

The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives.

Organized into three sections--brand fundamentals, process basics, and case studies--this revised edition includes:

• Over 100 branding subjects, checklists, tools, and diagrams
• More than 50 all-new case studies that describe goals, process, strategy, solutions, and results
• New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing
• Additional examples of the best/most important branding and design work of the past few years
• Over 700 illustrations of brand touchpoints
• More than 400 quotes from branding experts, CEOs, and design gurus

Whether you're the project manager for your company's rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

*Winner of the 2022 American Graphic Design Award for Book Design from Graphic Design USA*

When you think of a brand, often the first thing that comes to mind is the logo, the visual representation of that product, place, thing, or business. The power of simplicity for these marks can never be underestimated--a logo that comprises simple shapes can communicate a stronger message than a complex one, leaving a lasting impression in a viewer's mind.

In Principles of Logo Design, noted logo designer George Bokhua shares his process for creating logotypes that will stand the test of time. Applying the enduring principles of classic texts on grid systems by Josef Muller-Brockmann and on form and design by Wucius Wong, Bokhua elaborates on his popular online classes, demonstrating in detail how to maximize communicationwith minimal information to create logos using, simple, monochromatic shapes.

This comprehensive volume includes:

• How to apply a strong, simple, and minimal design aesthetic to logo design
• Why gridding is important, and understanding the golden ratio and when to use it
• How to sketch and refine logos through tracing, then grid and execute a mark in Adobe Illustrator
• Fine-tuning techniques to ensure visual integrity

A well-honed mark is the cornerstone of any brand identity. There are many approaches to crafting a distinctive mark, and all of them are showcased here.

Originally produced in a limited print run by Pentagram themselves, this edition offers more than double the content and will be an invaluable source of inspiration for all designers working on identity projects, as well as a fascinating study of the trends and evolution of over sixty years of Pentagram's logo design.

The one thousand marks reproduced within these pages represent the diverse array of identity work produced by Pentagram's partners, past and present. Pentagram has designed marks for large corporations and small businesses, government agencies and nonprofit institutions, clubs and societies, and even individuals, all of whom were seeking a representative symbol to appear on letterhead, books, buildings, websites, and everywhere else imaginable.

Following its bestselling predecessor, GRAPHIC FEST 2 continues its legacy with a brand-new selection of visual identities that appeal to the right audiences with the same vigor and attention to details. Ranging from logos and typography, to systematic approaches and environmental design, the series continues with a fresh bout of inspiration to create attractive and memorable events and festivals. A must have reference for event producers, designers, and creatives alike on how to utilize visuals and graphics to establish a memorable and distinct identity.

- Beautifully illustrated tour of NASA's heritage patches and logos

- Follow-up to the popular Space: Posters & Paintings

- With comment from Richard Danne, designer of the famous 'worm' logo

Embark on another cosmic adventure and discover the striking artistry of NASA's mission patches and logos. This beautifully illustrated book offers a visual tour of NASA's heritage symbolism from the early Mercury missions of the 1960s to the rovers, orbital telescopes and brand-new lunar capsules of the 2020s. The countdown is underway! NASA's first Moon landing since 1972 is now on the near horizon and this follow-up to the popular Space: Posters & Paintings is the perfect way to prepare for take-off. Celebrating the achievements of the men and women who dared to venture into the beyond, Space: The Mission Patches uncovers the story of the space administration through the indelible artwork of their historic insignias. Perfect for space aficionados, design enthusiasts and kids old and young, this meeting of art and exploration is the definitive testament to the enduring legacy of NASA's trailblazing journeys to the unknown.

The internationally renowned design agency Turner Duckworth presents stories and advice gathered from working with the world's biggest brands

No other design company has worked with as many significant brands as Turner Duckworth, the company behind the visual identities of Amazon, McDonald's, Coca-Cola, and even Metallica. I love it. What is it? showcases Turner Duckworth's philosophies, learnings, and adventures from more than three decades of working with major brands and presents the firm's unique and optimistic outlook, along with hints, tips, and the inside scoop on what makes successful brands tick.

The book, a fascinating anthology of essays, think pieces, and 150 color illustrations that explore the power of instinct in brand design, includes a selection of their familiar but captivating work alongside 20 contributions from leading voices of the design, business, and marketing worlds that explore creativity, instinct, failure, and more.

Features texts from leaders in the fascinating but often-hidden worlds of design and branding, including: Moira Cullen (Former Design Director, Coca-Cola North America); Morgan Flatley (Executive Vice President, Global Chief Marketing Officer and New Business Ventures, McDonald's); Linda Lee (Chief Marketing Officer, Campbell Meals & Beverages); Stefan Sagmeister (Designer, Sagmeister Inc.); Jessica Spence (President of North America, Beam Suntory); and more.

In this comprehensive and insightful book, Airey guides you through the four fundamental stages of the design process: research, strategy, design, and implementation. Written for a diverse audience, from design students to professionals in a range of roles, his unique insights and practical advice will help you succeed in crafting and managing impactful visual identities.

Drawing upon his expertise and extensive knowledge of the design profession, Airey not only shares lessons learned from projects he's worked on throughout his successful career--he also features compelling case studies from top-level design studios such as Frost*collective, Pentagram, Bond, Bielke&Yang, Manual, DutchScot, and many more. These case studies serve as illuminating examples, showcasing the application of effective identity design principles in everyday contexts.

With its practical approach and thought-provoking analysis, Identity Designed: The Process equips you with the essential knowledge and tools needed to develop enduring, distinctive identities. By emphasizing the symbiotic relationship between creativity and strategic thinking, Airey guides you through the process of designing identities that resonate, that convey a persuasive brand narrative, and that ultimately improve how businesses function.

Whether you're a student or teacher looking for an updated reference, professional designer wanting to grow and refine your skills, a design enthusiast seeking inspiration, a marketing expert needing to improve company communications, or a business owner aiming to enhance your brand's visual presence, Identity Designed: The Process is an invaluable resource. It will help you make intentional creative choices to positively shape and transform the visual world around you.

Part design experiment, part critical theory, part how-to manual, What Is Post-Branding? offers a creative counter to branding's neoliberal orthodoxy

Brands aren't just intruding on culture, they are our culture: they are the sponsored mechanisms for constructing and manipulating meaning and human identity. But should we cede such a fundamental human need to the market? If not, why not, and is there an alternative?
A compact pocketbook composed of four main sections, What Is Post Branding? is a work of practical theory. The first section, DIS-BRANDED, consists of 20 short page-long chapters exposing the ideological underbelly and real-world impact of branding. The second, Mixed Messages, is a provocative visual essay illuminating the texts' main themes. The third section, Manual, presents a framework for a critical alternative to corporate branding, humorously appropriating vintage instructional diagrams as a brand manual satire. This section also includes examples of contemporary projects that have implemented post-branding principles. The book concludes with Context, which features a conversation with cultural theorist Brian Holmes and a discussion with design historian Steven Heller.

The world famous branding designer, Ivan Chermayeff said of the first edition of Logo Design Theory, At last somebody actually understands what identity design is all about and how it is accomplished.

Logo Design Theory explains the underlying principles of logo design, branding design, corporate identity design with clear examples and logical text.

Section 1: Foundational Principles of Graphic Design In our digital age many design schools concentrate so much on design software that some basic precepts may be missing from the curriculum. Here are some essential principles that have great impact on branding design.

Section Two: Branding Fundamentals Understanding some basics of branding history, both ancient and recent, will give us perspective on branding design today.

Section Three: Core Principles: Generating Concepts Better identities are created from a position of wealth of concepts rather than just one or two concepts. A proven method to develop more and better corporate identity concepts.

Section Four: Core Principles: Seven Deadly Sins of Logo Design Several common approaches to identity design prevent an identity from working in ways that every identity should be able to work.

Section Five: Core Principles: Visual Techniques Any given concept can be executed in virtually endless ways. These techniques can transform a common concept into an uncommon, or even remarkable final identity.

Section Six: Core Principles: Color, Typographic & Spatial Issues Even superior designs can be undermined by poor color, typographic or spatial choices and how to prevent that.

Section Seven: Implementing Core Principles of Identity Design Hundreds of current examples demonstrate the consequences of deviating from the Core Principles of Branding Design plus the benefits of redesigning to abide by them.

Appendix 1: Glossary

Appendix 2: Logos by A. Michael Shumate

Index

• Showcases over 30 of Atelier Markgraph's most outstanding works, ranging from art installations, museums, exhibitions, pavilions, events, urban activation and more
• Illustrated throughout with powerful photography, effectual collages and insightful progress sketches
• Perceptive commentary with novel outlooks and thought-provoking writing that is sure to challenge existing perspectives
• Explores the imaginative, novel practice of spatial storytelling, and Markgraph's role in spearheading the movement
• Traces the lineage of Markgraph's visionary practice, with sharp references to the thinkers and history of art and architecture
• Examines Markgraph's commitment to hybrid models of design that integrate analogue and digital elements
• Geared towards readers interested in comprehensive design methodologies which pay close attention to the people who interact with them
• Includes projects for Momem, Mercedes-Benz, Magnum, ZDF, Vitra, Viessmann, Schirn Kunsthalle Frankfurt, Evangelische Akademie Frankfurt, Ötztal Tourismus, Viega, Stadt Frankfurt, and many more

With decades of experience and a fresh perspective, Atelier Markgraph has been crafting small- and large-scale spaces and installations that resonate with the public and their clients. Spaces are not meant to sit empty, devoid of human interaction. Markgraph knows this and crafts spatial experiences with exceptional intentionality and precision, all the while never forgetting what really matters: the encounters between people and space. The Atelier is made up of talented storytellers, who use space as a medium to craft narratives and encounters using a radically dynamic mix of digital and analog elements, elegantly integrated with one another. Using the studio's projects as case-studies, Erika Brandl Mouton guides readers with poignant writing and perceptive insights through the philosophy of spatial encounters and stories. Coupled with François-Luc Giraldeau's editorial expertise, this volume breaks down complex notions, creating accessible content that upholds the integrity of the Atelier's practice. What follows is a captivating title, shining light on an accomplished, perpetually forward-looking studio. This is how we meet. Welcome.

Design/Business

Whether you're the project manager for your company's rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

3 sections: brand fundamentals, process basics, and case studies.
Over 100 branding subjects, checklists, tools, and diagrams.
50 case studies that describe goals, process, strategy, solution, and results.
Over 700 illustrations of brand touchpoints.
More than 400 quotes from branding experts, CEOs, and design gurus.

Designing Brand Identity is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders--global and local. It's an essential reference for implementing an entire brand system.
Carlos Martinez Onaindia
Global Brand Studio Leader
Deloitte

Alina Wheeler explains better than anyone else what identity design is and how it functions. There's a reason this is the 5th edition of this classic.
Paula Scher
Partner
Pentagram

Designing Brand Identity is the book that first taught me how to build brands. For the past decade, it's been my blueprint for using design to impact people, culture, and business.
Alex Center
Design Director
The Coca-Cola Company

Alina Wheeler's book has helped so many people face the daunting challenge of defining their brand.
Andrew Ceccon
Executive Director, Marketing
FS Investments

If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible.
Olka Kazmierczak
Founder
Pop Up Grupa

The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted.
Jennifer Francis
Director of Marketing, Communications, and Visitor Experience
Louvre Abu Dhabi

Songscapes takes a deeper look into the craft that goes behind the making of a successful music identity, with artist interviews, production processes, and plenty of behind-the-scenes details. Explore the new wave of creativity in the packaging of CDs, vinyl albums, and cassette tapes, as well as the art and graphics that populate online streaming services, music videos, events and more. An invaluable resource for musicians of all genres looking for inspiration to build their brand, or designers interested in working in the music industry.

Contains a curated selection of brand identities that are brilliant at adapting to the digital world.

A follow-up to the first edition that was published in 2013, You Are Here 2 showcases a new curation of the best signages and wayfinding systems that enhance spaces and settings around the world today. Whether they serve to simply guide people from point A to point B or elicit curiosity and delight in exploration, these projects reflect the work of designers who are adept at merging form and functionality to demonstrate creative thinking and empathy.

As coronavirus subsides and the demand for travel in Japan has increased, more and more people are heading to rural areas of Japan, not just larger urban centers such as Osaka and Tokyo. This book introduces popular local specialty products, from specialties of each region packaged with the most up-to-date design trends to the design renewal of long-established products. In addition, the overall contents are divided by region, with the store name and location provided on each page, making the design and layout easy to understand even without being able to read Japanese. This book is not only a great reference for designers and creators, it is also a useful guide for anyone wondering which souvenir to buy.

This bestselling branding bible has provided graphic designers with an indispensable reference source for over a decade. Logo is now getting a revamp with the addition of over 300 new logos in this fully revised and updated edition.

The book contains a vast visual collection of over 1,600 symbols and logotypes, including 300 brand new logos. All the logos are grouped into visual categories such as crosses, stars, crowns, animals and people, and are shown in black and white to further emphasise the visual form. The logos are from a diverse range of companies and includes design masters such as Paul Rand and Saul Bass alongside some of the most exciting work from contemporary designers.

This compelling compendium takes the reader on a journey showing how each form has evolved through history. All logos are active and include household names like Disney, Apple, and Starbucks next to lesser known designs giving a comprehensive snapshot of the full scope of logo design. This is a complete, taxonomical guide to the history, development, and style of identity design.

The must-have book for any graphic designer, student or type fanatic in a fully revised, updated edition.

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, Pentagram

Every symbol is captioned with information on who it was designed for, who designed it, when, and what the symbol stands for. These sections are interspersed with short but detailed case studies featuring classic examples of symbols still in use, and exceptional examples of recently designed symbols.

This comprehensive volume is an indispensable resource for designers working on identity systems, and an engaging showcase of this exciting field. Now in a compact format.

By manipulating the sense of absence and presence, transparency is a powerful attribute that can lure viewers into exploring what lies beneath and beyond a surface. Featuring additional projects that play with opacity, transparency, and everything in between in clever ways, Palette Mini 06: Transparent is a compelling collection of work from around the world that showcases how transparency is being reinterpreted and rejuvenated in design.

A key branding element used by many of the biggest companies around the world, a logotype revolves around a company's name or initials and features typography as the main design approach. From Type to Logo details the processes of combining the two distinct design disciplines in a compelling book of case studies that make an inspiring reference point for budding and working branding professionals alike.