Book review: Logo design workbook

Logo design workbook book review

I’m a firm believer that education is a journey that has no destination, as there’s always something new that one can add to their already acquired knowledge or skills. A while back I shared my 10 tips to greater logo design and now I’d love to share a book titled Logo design workbook: A hands-on guide to creating logos, this is by far the best book on logo and corporate identity development that I’ve ever laid my hands on. The book:

• Breaks down the process of creating a logo into methodical steps.
• Provides advice and tips that explain what makes a logo work and why.
• Offers ideas and inspiration from leading designers from around the world.


In the first half of the book, authors Sean Adams and Noreen Morioka walks readers step-by-step through the entire logo development process. Covered topics include developing a concept that communicates the right message and is appropriate for both the client and the market; defining how long term goals of the client might affect the look and needs of the mark; choosing thoughtful colours and typefaces; avoiding common mistakes; and deciphering why some logos are successful, while others are not.

The authors then take the design process one step further with an extensive exploration of the process of developing a graphic standards manual. By setting the range of flexibility, a logo is defined in terms of colour, typography, placement, and additional elements. With the standards set, designers can feel confident that their work will maintain the original intent and strength through the mark’s life.

The second portion of the book is composed of in-depth case studies on logos designed for a variety of industries. Each case study explores the design brief, the relationship with the client, time frame, and the results.

The cases studies include development of brand identities for:



Museum of Sex



Anthony {Skin-care Products}



AIGA {American Institute of Graphic Arts}



Metropolitan Market {Urban boutique grocery stores}



CalARTS {California Institute of Arts}




MORE THAN {UK based Insurance Company}




JAL {Japan Airlines}

MotorolaChase Manhattan Bank, Yellowbox Studios, Moteor, Barnes & Noble, Umbra, Pottery Barn Kids, Design Within Reach, H&R Block and seventeen other brands.

In the first chapter the book list 10 rules to good logo design, and what’s more interesting is that you’re given real brand identities to illustrate and support each of the stated rules.

The authors provide excellent examples of brand strategies being incorporated into brand identities.

The book brilliantly covers crucial brand identity elements such as typography, colour, iconography, shape etc.

You’ll also learn a lot from section titled Anatomy of a Standard Manual which includes the development of standard manual for Metropolitan Market.

Standard briefing questions are also raised and explained into detail.

This book is a good investment to any brand identity designer.