Introduction: The Pursuit of Perfection Chapter 1 The Foundation The Beginning The Day That Changed my Life Peters Design Company Chapter 2 What Makes a Logo Last What you can't Control: Time What you can't Control: Marketing Money What you can't Control: Product Quality What you can Control: Personal Passion What you can Control: Beauty What you can Control: Originality What you can Control: Functionality What you can Control: Color What you can Control: Story What you can Control: Simplicity Chapter 3 Brand Mark Process Step 1: Brand Noun Process Step 2: Fifty Sketches Step 3A: Combining Brand Nouns Step 3B: Combining Brand Nouns: Negative Space Logos Step 3C: Combining Brand Nouns: Overlapping Geometry Step 3D: Combining Brand Nouns: Visual Rhythm Step 3E: Combining Brand Nouns: An Unexpected Twist on an Expected Visual Step 3F: Combining Brand Nouns: Visual Flow Step 4: Vectorizing and Gridding Step 5: The First Round Brandmark Presentation Step 6: Brand System Chapter 4 Inspiration Where to Hunt What I Look For Examples: Badges Examples: Typography Examples: Color Examples: Brand Marks Chapter 5 Badge Design Process How and Why External Shape Creation How to Use Shape Containers Balance & Padding Logo Systems with Badges Chapter 6 Brand Extensions Brand Patterns Icons Badge Shapes Custom Typography Illustration Chapter 7 Brand Evolution When to Evolve vs Starting Over What to Stratigically Focus On Example: Urbane Coffee Example: Energy Softball Example: City of Eagan Police Badge Example: The Hub Illustration Chapter 8 The Shop Passion & Exploration Running a Shop Americana Collection Color Flood Collection Badge Hunting Collection Chapter 9 Case Studies City of Eagan Synergy Freadom City of Shoreview First Free City of Hartselle Kwikbit New South Epilogg Amazon Vote MFT Automation Golden Bear Equities Batchworks Wits Texas Wine Club Chapter 10 Passion Projects North Woods Anglers Club Peace in Ukraine Camp George Floyd 36 Days of Type Artcrank Posters Loving All Peoples Maria Birth Announcements Resources Acknowledgments About the Author Index.