Design OFF the web - Part 2

So back to the admiration of the Graphic Design section of the Hofstra Library.

Book 2 of the series will be......

Designing Logos: The Process of Creating Symbols That Endure by Jack Gernsheimer

 Oh if only I found this book at the beginning of the semester.  Considering our entire project this year in New Design III was designing a logo.....

 This book is basically gold.  Jack Gernsheimer, who has been desiging logo's since the 1960's, goes into detail about everything he has learned along the way.  His book touches upon everything that has to do with designing a successful logo.  Lets put it this way, he starts at 35,000 BC and discusses how early cave drawings suggested signs of ownership and to identify by association.

One tip I will point out from his book is his 10 characteristics of a logo that endure.

1) Distinctive - a logo should have an appearance unlike that of other logos.

2) Sophistication - A logo should reflect a sense of good taste and sophistication. (Sophistication does not mean stuffy).

3) Conceptual - A logo should contain elements born of intelligent thought, it adds a positive dimension.

4) Relevant - When imagery relevant to the product, service, process, or entity is selected or developed, either photographically or illustratively, the logo relates more clearly to that which it represents.

5) Versatile - The logo should read well, no matter the size.

6) Cohesive - If you feel the need to draw a box, circle or other shape around the logo, chances are it's not cohesive. The symbol should not require an additional containment element to hold it together.

7) Attractive - Symmetry, composition, proportion and balance.  Appealing to the broadest range of people.

8) Memorable - A symbol simple in its construction but not necessarily in its concept.

9) Legible - The more readable the letters or words, the clearer the message.

10) Enduring - Stand the test of time.


Gernsheimer goes into numerous other aspects including the design process, presentation preparation, classic logos, typography and evolving designs.

There simply too much information to list here, so GO OUT AND GET IT.