"Maybe I'm wrong, but the hardest thing to design is the perfectly succinct, indelible logo. Every now and then we get a glimpse of how logo design comes to life. Time will tell if the essence of logo design can be unlocked, but Alex offers us the closest thing to a key. Sequester yourself and practice practice practice." -- Rick Valicenti is the recipient of the Smithsonian Cooper Hewitt National Design Award and the AIGA Medal, the highest honor of the graphic design profession. "A logo is the most visible representation of a brand. Capturing the brand's promise in a single enduring and memorable mark is no easy feat. I love how Alex frames this book to use existing creative constraints as opportunities to create the most distinctive, strategic, and powerful designs.

" -- Connie Birdsall is senior partner and global creative director at Lippincott, a global creative consultancy that helps the world's leading companies succeed on the edge of change. "This book covers all aspects of the creation of a brand's visual identity. In an era where most web sites are viewed on a tiny screen, it is essential that a mark be simple, well-designed and memorable. This book addresses those issues for both students and professionals." -- Gerard Huerta is a designer of letterforms. He began his career at CBS Records and has designed many iconic logos. His work is in the permanent collection of The Museum of Modern Art. "There are books full of logo examples.

This book stands out because it discusses graphic design principles and then shows how they apply to logo design. It has fresh insights and different thinking on the process of designing logos. I am delighted to welcome Alex's thoughtful book to my library." -- Jerry Kuyper has more than thirty years of experience directing and designing corporate and brand identity programs and has worked for Siegel & Gale, Lippincott, Landor, and Saul Bass & Associates.