Ivan Chermayeff said of Logo Theory: «at last somebody actually understands what identity design is all about and how it is accomplished.»

• Learn why certain corporate identities have been used for decades, some for more than half a century, and still look contemporary, while others look dated and tired in only a few years.
• There principles of identity design that don’t change, principles that transcend fad and fashion.
• Discover the four different kinds of corporate identity concepts and how that can help you generate more and better identity concepts
• Learn visual techniques that can turn a common concept into an uncommon, even remarkable identity.
• Avoid the Seven Deadly Sins of Logo Design.
• Learn all these things without years of fruitless trial and error.

With clear, real world examples, all of this is provided in Logo Theory: How Branding Design Really Works. You’ll see with your own eyes concepts and principles not found in any other book on branding design.

And they work.

Books in the “Design logo” bookshelf created by Dumas