Smashing Logo Design
The Art of Creating Visual Identities
Smashing Logo Design
This edition first published 2011
© 2011 John Wiley & Sons, Ltd
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978-1-119-99332-2
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Publisher’s Acknowledgments
Some of the people who helped bring this book to market include the following:
Editorial and Production
VP Consumer and Technology Publishing Director: Michelle Leete
Associate Director–Book Content Management: Martin Tribe
Associate Publisher: Chris Webb
Publishing Assistant: Ellie Scott
Development Editor: Elizabeth Kuball
Copy Editor: Elizabeth Kuball
Technical Editor: Mike Rock
Editorial Manager: Jodi Jensen
Senior Project Editor: Sara Shlaer
Editorial Assistant: Leslie Saxman
Marketing
Marketing Manager: Louise Breinholt
Marketing Executive: Kate Parrett
Composition Services
Compositor: Indianapolis Composition Services
Proofreader: Susan Hobbs
Indexer: Potomac Indexing, LLC
Dedication
For Mum and Dad. Without you, this book would not exist.
Author’s Acknowledgments
Many people have been involved in making this book a possibility. I’d like to thank my editor, Elizabeth Kuball, for managing with great patience to decipher my confusing thoughts into coherent English, and Chris Webb for giving me this amazing opportunity. I’d also like to thank Mike Rock for his invaluable advice and Charlotte Morris for being my human thesaurus and official logo tester. I’d like to thank the vast network of staff at both John Wiley & Sons and Smashing Magazine.
Finally, a massive thanks to all the designers who submitted logos for the book and to the following people, in particular, for putting up with my questions and for giving me some of their invaluable time:
Milton Glaser
Leighton Hubbell
Nav Iqbal
Raja Sandhu
Mike Erickson
Glen Hobbs
Steve Douglas
Nadim Twal
Oguzhan Ocalan
Von Glitschka
Denis Olenik
Jan Zábranský
Josh Hayes
Kevin Burr
Galin Kastelov
Sean O’Grady
Andrej Matic
Nathan Sarlow
Stephanie Reeves
About the Author
Gareth Hardy is a graphic designer based in Birmingham, England. He worked as a senior graphic designer but grew frustrated by the restrictions on creativity in the corporate environment, so he made the daring leap into freelance in 2008.
Gareth’s experience and knowledge spans the broad spectrum of graphic design. He has achieved a first-class degree in the field and been employed as a professional web designer. This vast arsenal of design-related expertise allows Gareth the opportunity to advise clients on the complete brand-identity package. He specializes in revolutionary brand-identity solutions for clients of all sizes, both domestically and internationally.
Gareth works under the tongue-in-cheek moniker of Down With Design. He also frequently writes articles related to design that provide a unique take on events. His works and more information about his background are available at www.downwithdesign.com.