Really Good Logos, Explained

. Introduction - 1 to 2 pages, explaining overall premise of the book

. The Authors - [Ten pages]
Each of the five authors (a.k.a the judger-of-logos) will have a 2-pg spread devoted to him/her. It will include a head shot, a short bio and a Q & A conversation with each author.
Note: Each author will be assigned a 'color', and his/her comments will always appear inside that color block. Example: Alex White might be 'lavender'. His comments will always be in a lavender 'box' next to each logo.
This will eliminate the need to put names under each comment, and will keep the page layout clean and uncluttered.

. Loud & Proud Logos - will feature bold, risky designs that work.

. Sleek & Subtle - will feature elegant logos that are graceful, chic and pleasing to the eye.

. Shelf Savvy Logos - Logos for direct-to-consumer goods. These logos effectively help the product stand out on the retail shelf by helping establish a unique brand image. Example: Choxie (Target's brand of chocolate).

. Geek Chic - Logos developed specifically for websites or techy companies. Will feature logos of both older (pre-internet) companies who have established a strong and successful on-line identity, as well as new companies whose products/services are completely internet-based and driven.

. BONUS CHAPTER - NOT So Good Logos. Designs you should avoid - This chapter will feature ineffective designs that communicate the wrong message about the company. It is based on the belief that much can be learned from others mistakes.

Note: our research* clearly shows that graphic designers become very excited when hearing about this chapter. They WANT to see examples of poor design. (We think it's because it makes them feel better about their own work. Or maybe it's just good old voyeurism.) Common comments we've heard include: "I would SO buy a book with a chapter like that." "Cool! I'd love to see that in a book." and "That would definitely get my attention."

Conclusion: this chapter holds major appeal with the book's target market.

Problem: Our attorney says there is a little thing called 'liable' that may get us in trouble if we publicly criticize logos without consent.

Possible Solution: Truthfully, we're still working on it. One idea is we'll send out a CFE for designers to submit their vision of what an ineffective, poorly executed logo would look like. We'd collect signed consent forms, allowing us to feature the designs in a book.

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