Top critical review
A Thousand Words To Tell A Picture?
on 14 September 2011
I've never designed or commissioned a business logo in my life and I doubt that I ever will but, as Gareth Hardy points out, logos are all around us. As I type, for instance, I see the Windows and Intel logos on my keyboard, while HP is on the other side of the screen. I came to the book not simply as a consumer of logos, however, but also someone with an idle interest in how they are designed.
To someone who's not thought much about the topic, this book's a bit of an eye-opener to the work involved. Of course, some bits, such as the guide to what software to use and the business tips concerning marketing one's work to clients, were of less interest to me. Unfortunately these occupy a good portion of the book, because the actual creative process itself is harder - if not impossible - to teach, but there were sections that I found more interesting and relevant, for instance on colour theory.
It was also useful to see plenty of illustrative examples, though sometimes I thought these were unnecessarily over-done, while at other times in shorter supply than I would have liked. 'A picture tells a thousand words' they say, but this book has a good balance between pictures and explanatory text that highlights what to look for: what works well, what doesn't, and so on. This also made it a quick and easy read. I would say that the writing wasn't always as well-structured as it could have been. Not only is it often repetitive, but the author several times starts using technical terms, such as negative space and raster graphics, before going on to explain them later.