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Fonts & Logos describes, and in large, annotated illustrations shows, the process by which the characters (or glyphs) of an ordinary alphabet are converted into an attractive, memorable logotype representing a firm's image. One of the book's strengths is the way it not only shows the original alphabet as well as the final logo, but it also shows rejected alternatives and describes some of the reasons the alternatives were rejected or didn't work as well as the final choice. There's magic in comparing a "straight" alphabet with the resulting logo as well as understanding the subtle changes that often transform everyday characters into memorable logos.
In addition to learning by "looking over the shoulder" of an experienced logo designer, Fonts & Logos will enhance the reader's knowledge of, and appreciation for, the subtleties of type design. Large specimens (enlargements of characters often four inches tall) reveal the subtleties that separate one typeface design from another and the craftsmanship that type designers engage in to create attractive, easy-to-read typeface designs. At large size, the details of the typefaces and resulting logos emerge with power and strength....
For the price of one or two "everyday" (i.e. discardable) books, students and designers can invest in a finely-produced book they will likely keep forever.If you're serious about your design career, make this your "investment of the week."
