TEXT
BLACK
Many thanks
Jack Gill, for your help
in digitizing some of
the artwork.
Christine Cirker, for
seeing that the files
were perfect for the
printer.
Kristin Ellison, for her
very helpful
suggestions and for
shepherding the book
through Rockport.
Logo Mania
D306-91 / 3173
LM Spreads 03-21-06_.qxd 3/9/11 12:55 PM Page 3
TEXT
BLACK
Log
D30
Logo Mania
D306-91 / 3173
LM Spreads 03-21-06_.qxd 3/9/11 12:55 PM Page 4
5
TEXT
BLACK
Forget as much as
possible.
Whatever the subject
of the job, regardless
of how familiar I am
with it, I try and forget
every image, every
fact, every idea that’s
in my head about that
subject.
I assume that most
images, most facts,
most ideas in my head
were put there by the
culture; television,
magazines, films, etc.,
and that nothing in
my head is original.
So if I am to have the
best chance of seeing
the subject in an
original way, in a fresh
way, I act as if I don’t
know anything about
the subject. I research
it; find out as much as I
can about it so as to
have as much new
material to think about
as possible.
The information I
collect should help me
think about something
interesting to say.
That’s the most
important thing:
having something
interesting to say.
Design should be in
the service of the
statement, not the
other way around.
Logo Mania
D306-91 / 3173
LM Spreads 03-21-06_.qxd 3/9/11 12:55 PM Page 5
6
TEXT
BLACK
Listening
Problem:
a monogram for
Formation Furniture,
makers of modular
seating.
I listen to the
statement that the
furniture is modular. It
tells me how the logo
should look.
Logo Mania
D306-91 / 3173
Log
D30
LM Spreads 03-21-06_.qxd 3/9/11 12:55 PM Page 6
..................Content has been hidden....................
You can't read the all page of ebook, please click here login for view all page.