What's in a name? Everything, if you're a logo designer. An effective logo represents much more than a company, product, or service. From Des Moines to Dubai, logos fly the flag of an increasingly global business world, setting off emotions, triggering desires, creating identities, and (occasionally) sparking riots. Logo work is a challenging and specialized niche for a graphic designer. Successful logos achieve a balance between clear communication and flexibility. This requires a simplicity that's hard to achieve but essential to the solution of corporate identity. In the following chapter, you'll explore some important concepts that every logo designer should have under his or her belt. You'll learn about the role of fundamental shapes and symbols, get tips on the professional design process, and explore some typography basics. COURSE DEVELOPER: THOMAS MCKENNA This chapter is based on a lesson developed by Thomas McKenna, the owner and senior creative director of Flatiron Industries LLC, a graphic/multimedia design firm in New York City. Figure 7.1. The logo and visual identity design for Menu Pages, an innovative new restaurant search site.In this chapter you will:
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