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Learn how to create iconic visual branding that stands the test of time with the innovative tools and inspiration in Logos That Last.

Award-winning graphic designer Allan Peters has distilled the knowledge and experience of a 20-year career into this landmark guide for designers and brand strategists of any level.

Through the years, Peters has designed hundreds of logos for top brands as well as personal passion projects, and has developed a unique creative process he shares in Logos that Last for the very first time. Learn how to build great relationships with clients, while cultivating consistency and productivity.

Logos that Last also includes:

Detailed case studies that follow designs from concept to completion
Tips for turning a good idea into a great logo
Strategies for extending a great logo into a dynamic brand system
Advice for turning your passion into your profession

With Logos that Last, discover how to create inventive, thoughtful, and enduring logos with Peters’s own hands-on, step-by-step process.

Allan Peters is the Partner and Chief Creative Officer of Peters Design Company. At PDCo he has partnered with brands such as Nike, Amazon, and Patagonia. His work has been recognized internationally by numerous award shows and magazines including Clio, Communication Arts, and How Magazine. He’s worked on all types of design work ranging from in-store marketing to event branding. However, he finds his joy when designing brand identity systems. He spends his free time with his family and digging in antique stores for vintage logos and packaging.

Introduction: The Pursuit of Perfection
Chapter 1
The Foundation
The Beginning
The Day That Changed my Life
Peters Design Company
Chapter 2
What Makes a Logo Last
What you can’t Control: Time
What you can’t Control: Marketing Money
What you can’t Control: Product Quality
What you can Control: Personal Passion
What you can Control: Beauty
What you can Control: Originality
What you can Control: Functionality
What you can Control: Color
What you can Control: Story
What you can Control: Simplicity
Chapter 3
Brand Mark Process
Step 1: Brand Noun Process
Step 2: Fifty Sketches
Step 3A: Combining Brand Nouns
Step 3B: Combining Brand Nouns: Negative Space Logos
Step 3C: Combining Brand Nouns: Overlapping Geometry
Step 3D: Combining Brand Nouns: Visual Rhythm
Step 3E: Combining Brand Nouns: An Unexpected Twist on an Expected Visual
Step 3F: Combining Brand Nouns: Visual Flow
Step 4: Vectorizing and Gridding
Step 5: The First Round Brandmark Presentation
Step 6: Brand System
Chapter 4
Inspiration
Where to Hunt
What I Look For
Examples: Badges
Examples: Typography
Examples: Color
Examples: Brand Marks
Chapter 5
Badge Design Process
How and Why
External Shape Creation
How to Use Shape Containers
Balance & Padding
Logo Systems with Badges
Chapter 6
Brand Extensions
Brand Patterns
Icons
Badge Shapes
Custom Typography
Illustration
Chapter 7
Brand Evolution
When to Evolve vs Starting Over
What to Stratigically Focus On
Example: Urbane Coffee
Example: Energy Softball
Example: City of Eagan Police Badge
Example: The Hub
Illustration
Chapter 8
The Shop
Passion & Exploration
Running a Shop
Americana Collection
Color Flood Collection
Badge Hunting Collection
Chapter 9
Case Studies
City of Eagan
Synergy
Freadom
City of Shoreview
First Free
City of Hartselle
Kwikbit
New South
Epilogg
Amazon Vote
MFT Automation
Golden Bear Equities
Batchworks
Wits
Texas Wine Club
Chapter 10
Passion Projects
North Woods Anglers Club
Peace in Ukraine
Camp
George Floyd
36 Days of Type
Artcrank Posters
Loving All Peoples
Maria
Birth Announcements

Resources
Acknowledgments
About the Author
Index

What is included with this book?

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Logos that Last How to Create Iconic Visual Branding

Logos that Last How to Create Iconic Visual Branding

0760383170

Summary

Author Biography

Table of Contents

Supplemental Materials