A book that reveals the principles behind enduring branding design, principles that transcend fad and fashion.

More than a pretty face designed to identify a product, a logo combines powerful elements super boosted with sophisticated branding techniques. Logos spark our purchasing choice and can affect our wellbeing. Lovingly detailed, researched and honed to deliver a specific intention, a logo contains a unique dynamic that sidesteps our conscious mind. We might not know why we prefer one product over another but the logo, designed to connect the heart of the brand to our own hearts, plays a vital part in our decision to buy. The power of symbols to sway us has been recognised throughout history. Found in caves and in Egyptian temples they are attributed with the strength to foretell and create the future, connect us with the divine and evoke emotions, from horror to ecstasy, at a glance. The new symbols we imbue with these awesome powers are our favourite brand logos. Discover the unconscious effect of these modern symbols that thrust our most successful global corporations into the limelight and our lives. Learn to make informed choices about brands. Find out how a logo reflects the state of the brand and holds it to account.

There are a lot of books out there that show collections of logos. But David Airey’s “Logo Design Love” is something different: it’s a guide for designers (and clients) who want to understand what this mysterious business is all about. Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points. Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable. - Tom Geismar, Chermayeff & Geismar In Logo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last. David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos for Time magazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; and many more. Readers will learn: Why one logo is more effective than another How to create their own iconic designs What sets some designers above the rest Best practices for working with clients 25 practical design tips for creating logos that last

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.

Choose the right colors and color combinations for your projects Color theory is the art and science of using color. Color Theory For Dummies explains, in simple terms, how colors relate to one another and how they can be combined to work together in an aesthetically pleasing way. An understanding of color theory can help you create art, decorate your home, design a beautiful wedding, and impress your friends at parties. With this book, you’ll learn how humans perceive color, how colors harmonize or clash with each other, and how you can apply these principles in your life and work to add a little, well, color to things. Discover the history and science behind how we see colors Understand how colors mix, match, and contrast so you can create better color combinations Learn how certain colors have the ability to affect how we feel and think Apply color theory to design, art, décor, photography, and beyond Color Theory For Dummies simplifies and illuminates the world of color theory, outlining and defining color in a digestible and applicable way.

This Classic Edition of On the Theory and Therapy of Mental Disorders: An Introduction to Logotherapy and Existential Analysis sees Viktor E. Frankl, bestselling author and founder of logotherapy, introduce his key theories and apply them to work with patients exhibiting symptoms of neurosis. James M. DuBois’ translation of Frankl’s Theorie und Therapie der Neurosen allows English readers to experience this essential text on logotherapy in an invigorating new light. DuBois also provides a new Preface to the book, highlighting the importance of both the original volume and Frankl’s work at large, and framing it within contemporary psychotherapy and psychoanalysis. Throughout the book, Frankl uses his unique logotherapeutic approach to analyse neuroses and their impact. He looks in turn at how neuroses may be informed by psychoses, somatic disorders, and the mental implications of being diagnosed with a physical medical condition, as well as potential psychological, spiritual, and societal causes of neuroses. Masterfully translated and thoroughly annotated, this volume brings Frankl’s trailblazing theories into the 21st century and will be of great interest to psychiatrists and psychotherapists alike.

Many textbooks in formal semantics are all versions of, or introductions to, the same paradigm in semantic theory: Montague Grammar. Knowledge of Meaning is based on different assumptions and a different history. It provides the only introduction to truth-theoretic semantics for natural languages, fully integrating semantic theory into the modern Chomskyan programme in linguistic theory and connecting linguistic semantics to research elsewhere in cognitive psychology and philosophy. As such, it better fits into a modern graduate or undergraduate programme in linguistics, cognitive science, or philosophy. Furthermore, since the technical tools it employs are much simpler to teach and to master, Knowledge of Meaning can be taught by someone who is not primarily a semanticist.

If you are thinking of getting a written tattoo, the examples and symbolic explanation of the mantras, alphabets, and fonts featured in this book will inform and inspire.

From the moment we begin to understand the meanings of words and symbols, we have used rhetoric. It is how we determine perceptions of who we are, those around us, and the social structure in which we operate. Rhetorical Theory, Second Edition introduces a broad selection of classical and contemporary theoretical approaches to understanding and using rhetoric. Historical context reveals why rhetorical theories were created, while present-day examples demonstrate how they relate to the world in which we live. Borchers and Hundley present conceptual topics in a succinct and approachable manner. The text is organized topically rather than chronologically, so similarities and differences are easily detected in central ideas. Each chapter is enhanced by the inclusion of theorist biographies, applications of theory to practice, and Internet exercises. The Second Edition expands coverage on mediated rhetoric, feminist rhetoric, alternative rhetorical theories including Afrocentricity and intersectionality, cultural and critical rhetoric, and postmodern implications of rhetoric.