The book

Logo Design Love: A Guide to Creating Iconic Brand Marks (Third Edition)

The full logo process, from the first conversation with a client to the final presentation. Revised for 2026 with new case studies, and practical advice on pricing, feedback and building an identity beyond the logo.

Buy the book Read a free chapter (PDF)

Publisher: New Riders, an imprint of Peachpit, 2026
Format: Paperback, 224 pages
ISBN: 978-0-13-547675-8

What's new

The second edition came out in 2014. I’ve learned a lot since, and around 40 percent of this edition is new. New case studies throughout, chosen to show the process at its best. The text is rewritten throughout, reflecting what more than a decade of client work has taught me. The result is a tighter, more useful book.

Look inside

Introduction

Chapter 1, We're surrounded

Chapter 2, It's the stories we tell

Chapter 3, Elements of iconic design

Chapter 4, Foundation first

Chapter 5, Balancing risk and vision in a redesign

Chapter 6, Pricing design

Chapter 7, The language of marks

Chapter 8, The art of the conversation

Chapter 9, Staying motivated

Chapter 10, Your questions answered

Chapter 11, 31 practical logo design tips

Chapter 12, Beyond the logo

Where to buy

Part 1The importance of visual identity design
1. 01 We're surrounded
2. 02 It's the stories we tell
  None genuine without this signature · A logoless company is a faceless man · Seen by millions · Only if the queen agrees · Symbols transcend boundaries · Identity design as part of our language · Rethinking the importance of brand identity
3. 03 Elements of iconic design
  Keep it simple · Make it relevant · Incorporate tradition · Aim for distinction · Commit to memory · Think small · Focus on one thing · Seven principles behind iconic marks · Beyond the rules
Part 2The process of design
1. 04 Foundation first
  Setting the tone · Questions before ideas · Summarize the business · Summarize the project · Who decides? · Give your client time and space · But maintain the focus · Research with purpose · Assembling the design brief · Tap into something special · Nature's poetry · Field research that makes a difference · Bringing the details to life · Giving form to language
2. 05 Balancing risk and vision in a redesign
  Why rebrand? · Squeezing too hard · The illusion of consensus · From corporate to familial · The case for subtlety · Unifying the elements · Show some diplomacy
3. 06 Pricing design
  Learn from mistakes · Talk money early · What affects your fee? · Hourly vs. project fees · Handling print costs · Getting paid upfront · Currency exchange considerations · Pro bono for portfolio pieces · Avoid spec work · The double thank-you
4. 07 The language of marks
  Word mapping · Turning words into symbols · The sketchpad is your playground · Tenth Church, Vancouver · La Internacional, San Francisco · Elemental8, San Jose · Too many ideas · Concept first · Context is everything · Marks that matter
5. 08 The art of the conversation
  Clarify the decision-maker · Principles for working with committees · Underpromise, overdeliver · Swallow a little pride
Part 3Moving forward
1. 09 Staying motivated
  Keep learning, and stay curious · Step away from the computer · Do it for yourself · Stay motivated in client work · Embrace mistakes · Communication and professional growth · Balance your mindset · Appreciate your progress · Keep moving forward
2. 10 Your questions answered
  Originality trouble · Measuring design's return on investment · Rights of use · Developing ideas · Communication breakdown · Sealing the deal · Managing timelines and revisions · Researching the competition · Design ownership and knowing who owns what · Friends and family · Design in the artificial age · Handling the workload
3. 11 31 practical logo design tips
4. 12 Beyond the logo
  The beauty in the everyday · Where details matter · You can't buy happiness, but you can buy tea · Patterns of flavor · Beneath the waterline