Alex W. White

Really Good Logos Explained is built on the idea that it would be interesting and useful to read what four name-brand designers have to say about the same designs. The truth about any one sample might then be found somewhere between the comments. A logo is a microcosm of graphic design. There are a limited number of relationships that must be resolved in a way that looks thoughtful and purposeful. A logo must balance contrasts to make the mark visible and similarities to give it design unity. There are five considerations to making a design artful: A great idea, simplified to its essence Knowledgeable management of content Precise relationships Exact spacing Elegant execution Most books just show samples and leave it to you to figure out what makes them good – or just swipe the ideas as your own. This book illustrates how to see critically by deconstructing a design and it gives you the understanding to construct your own really good logos. It is a nonstop discussion of design contrasts and relationships that you can apply to any design process, not just to logo design.

"This very popular design book has been wholly revised and expanded to feature a new dimension of inspiring and counterintuitive ideas to thinking about graphic design relationships. The Elements of Graphic Design, Second Edition is now in full color in a larger, 8 x 10-inch trim size, and contains 40 percent more content and over 750 images to enhance and better clarify the concepts in this thought-provoking resource. The second edition also includes a new section on Web design; new discussions of modularity, framing, motion and time, rules of randomness, and numerous quotes supported by images and biographies. This pioneering work provides designers, art directors, and students--regardless of experience--with a unique approach to successful design. Veteran designer and educator Alex. W. White has assembled a wealth of information and examples in his exploration of what makes visual design stunning and easy to read. Readers will discover White's four elements of graphic design, including how to: define and reveal dominant images, words, and concepts; use scale, color, and position to guide the viewer through levels of importance; employ white space as a significant component of design and not merely as background; and use display and text type for maximum comprehension and value to the reader. Offering a new way to think about and use the four design elements, this book is certain to inspire better design"--

With this visually stunning primer, designers will develop the skills and vision to produce truly innovative, eye-catching type design. All of the basics about type design are covered and in-depth information is provided on more advanced topics such as the differences between type applications, how typography creates identity, and what readers look for and respond to.