a practical guide to creating effective signs, symbols, and icons Bokhua, George creator author. text mau 2022 monographic eng

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224 p. : ill. ; col. ; 26 cm. From noted graphic designer and logo expert George Bokhua, Principles of Logo Design presents essential techniques and examples for developing and refining logos and other visual marks, including the use of grids and other geometric shapes to achieve classic proportions. Preface 008 -- Chapter 1: General Concepts 012 -- Are Logos Just Logos? 014 -- 1.618033 016 -- Rule or No Rule? 018 -- Less Is More? 020 -- Modernism in Design 024 -- Chapter 2: Types of Logo Designs 026 -- Pictorial Marks 028 -- Letterforms 030 -- Abstract Marks 034 -- Wordmarks 036 -- Monograms 040 -- Negative Space Marks 044 -- Logo System 046 -- Pictograms 048 -- Patterns as Identity Elements 050 -- Chapter 3: Visual Matters 052 -- Gradients 054 -- Color Gradation Simplified 056 -- Shade Gradation with Strokes 058 -- Light and Shading 060 -- Shading of Hemisphere 062 -- Light and Shading on Simple Marks 064 -- Chiaroscuro in Logo Design 066 -- Logo Visibility 070 -- Graphic Device 072 -- Black on White vs. White on Black 076 -- Same-sized Look 078 -- Bone Effect 080 -- Bone Effect in Logo Design 082 -- Overshoot 084 -- Balancing 090 -- Visual Paradoxes 092 -- Types of Visual Paradoxes 096 -- Impossible Figures 098 -- Impossible Figures and Logo Design 100 -- Motion Illusion 104 -- Ambiguous Forms 106 -- Symmetry vs. Asymmetry 108 -- Solid vs. Line 110 -- Sharp vs. Round 114 -- Pattern as a Design Element 118 -- Dimension 122 -- Dialectical Approach 124 -- Composition 130 -- Experimentation and Accidents 132 -- Copying vs. Imitation 140 -- Client Relations 143 -- Real-life Objects as Aids 144 -- Chapter 4: Design Process 146 -- Concepting 148 -- Mood Boarding 153 -- Sketching 154 -- The Initial Stage 156 -- The Refinement Stage 158 -- The Fine-tuning Stage 160 -- Execution 162 -- Gridding 166 -- Gridding Complex Forms 170 -- Type Lockup 177 -- Chapter 5: Presentation 182 -- Presentation 184 -- Brand Guidelines 190 -- Logo Use Guidelines 192 -- Primary Colors and Secondary Colors 199 -- Typography 201 -- Grids 201 -- Graphic Devices 205 -- Stationery 205 -- Pricing 210 -- Design Studio 212 -- About the Author 218 -- Acknowledgments 220 -- Index 221 -- by George Bokhua. Includes index. Logos (Symbols) Design Logos (Symbols) Design NC1002.L63 B65 2022 0760376522 9780760376522 pucpr 220802 20250305123819.0 eng