When I first learned about David Airey‘s then in-progress book Logo Design Love.
(named after his excellent design blog of the same name) I’ll admit to feeling a slight twinge of envy. Dammit, I’ve been trying to write a book on logo design for years, but finding it rather exasperating, it remains firmly entrenched in my “things to get around to whenever I have the time or inclination” list. But that’s just it, isn’t it? David’s enthusiasm for logo design, and his dedication to the craft, gives him the motivation and insight to pen a book that when everything is boiled away, reflects his love for logos. And despite being green with envy (okay, maybe not a deep green) I have to give him kudos for taking it on, and after seeing the book, congratulate him for a job well done.About David Airey
Should probably pony up an impartiality notice here. I not only consider David Airey a compatriot in the logo design business, but a friend. We’ve chatted often online, discussing things related to design. And not. We’re fellow Irishmen, so there’s that too. David’s even helped my daughter out on a college homework assignment, giving her a trans-Atlantic interview (in which he admitted that when he first heard of me, he thought I was a snotty tosh because in those days, I didn’t respond to comments on my blog). I named Airey’s blog the best design blog of 2008 (in a year wrap-up that I have yet to finish for 2009) and have come to respect, and like, the bloke immensely. When David put me on the free copy reviewer’s list (heh, one of the perks of running a blog) I was delighted, and agreed to do a review of his tome. And review it I will, as impartially as possible, and with the preceding notice of my opinion of the author. Should also point out that several of the links presented go to Amazon, and if you buy after clicking, they’ll send a few shekels my way. With those disclaimers outta the way, and without further ado…
Logo Design Love
The first thing that struck me about the cover of Logo Design Love
Inside, you’ll find a wealth of logo design knowledge, tips and case studies (featuring loads of examples from a slew of other designers) that are sure to serve as inspiration for both the advanced and intermediate designer (even though the book is listed on the back cover as being aimed at beginners and intermediates). And that’s the thing that impressed me the most about the book. David has picked the brains of dozens of collaborators – from agency to freelance designers – and rather than being filled with ego-driven ‘how I do things’ blather (sorta what I’d write I suppose), he shares the spotlight with a lot of extremely talented designers.
Examples & case studies
LDL doesn’t feature page after page of boring static examples either. Many of the case studies show the entire design process, from mind-mapping (an interesting chapter) to rudimentary sketches through to final execution. Most of the logos are presented in black and white, before the final color choices are revealed, and demonstrate (quite dramatically) why logos should nearly always be designed in black and white, lest a client be scared off with a color scheme they don’t happen to like. Also, and as a design voyeur, I always love to see how logos shake out in the design process, as well as taking a peek at variations that are tossed midway. If that’s your bag too, there’s lots of eye-candy to take in.
Practical advice
Airey delves into various aspects of logos themselves, from their importance in marketing and branding, to the various elements that iconoclastic logos utilize to make their mark. For the learning designer (aren’t we always learning though?) there’s lots of how-to information, using David’s considerable experience, and drawing from the techniques he uses on a day-to-day basis. I liked the way the book is written too – easy and breezy, layperson language that makes his advice easy to understand (I often get bogged down in the jargon of many other design books). After serving up a heaping serving of case studies and how-to stuff, the book closes with some down-to-earth, and practical, advice for the would-be logo designer. Everything from a substantial Q & A section to 25 practical logo design tips. LDL is laid out in a simple, uncluttered fashion (letting the case studies and examples do the talking) and a bonus point for those of us with tired, old eyes; large Gotham type which was easy for me to read sans specs.
All in all, I’d suggest that Logo Design Love is a must-read for anyone who wants to make their living in the graphic design industry, especially those who want to specialize in the fiercely competitive logo design niche. Maybe a little advanced for the inexperienced designer just starting out (but even they’ll find a lot of pearls in here).
Quibbles
Couple of nit picks – the $42 Canadian retail price tag is a little steep (though this is a problem for all book publishers when attempting to factor in the ever-fluxing exchange rate on the $US). A few of the pencil and pen sketches are a little hard to make out, due to their size and probably due to the original resolution. These are minor points. One only effects Canadian readers (and you can always order the book online for less
Logo Design Love is published by New Riders of Berkely, California. It’s available here
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Superb read, Steve. Thanks so much for taking the time, and I’m thoroughly delighted you enjoyed the book.
In hindsight, I could’ve done a little better with those mind-mapping / sketch photos. We’re in agreement there (but good luck finding your glasses).
No problem at all. I really enjoyed the book. It’s been lying around the kitchen table over the holidays and has been picked up a by a lot of our visitors. Positive comments all around. I hope it does real well for you, but that you won’t forget us plebes when you’re all rich and famous and stuff.
I refuse to admit that I even wear glasses, so let’s keep that between us. Oh, waydaminnit…
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Haven’t read the book yet but undoubtedly an awesome achievement! Hats off to David.
Thanks a lot, Mohib.
Thanks for the tip. I just ordered the book. Can’t wait to pick it up.