What makes a logo good or bad? Why do some logos still look great after decades of service? Designers, educators, students, marketing specialists, and fans of design need look no further than this invaluable sourcebook for answers to these questions and many more. Packed with tips and lavishly illustrated, Designing Logos is an accessible reference for the design and implementation of a logo--from the initial creative thought process, through the presentation of logo alternatives to a client, to final implementation, with valuable, practical information on: · Making a Logo Endure · Working with Clients · Estimating Project Costs · Finding Inspiration · Customizing Logotypes · Refreshing Old Logos · Preparing Logo Presentations · Patenting and Preserving Your Logo · Creating a Logo Standards Manual Prolific designer Jack Gernsheimer demonstrates the trial and error behind many successful logos, offering a number of case studies to dissect the design process of recognizable marks. As added inspiration for any designer or aspiring designer, a detailed timeline explores the creative process behind famous logos from Steinway & Sons to National Geographic. Designing Logos is an essential tool for making well-informed decisions about the quality of logos.