Greatness in a Nutshell: Core Ideas of Logo Design for Print Media and Web Page, Doreyl Ammons Cain, Seat of Your Pants Visual Media, 1999
One of the reasons people start their own business, aside from making money, is to realize a dream, to make a difference in the world. Among the first steps is to create a logo, a graphic representation of your business that will catch a person's eye. The right logo can really help a business; the wrong logo will handicap the owner before they even get started. This book takes the reader through the whole logo-creating process. It doesn't just talk about it, it gives the reader plenty of space to find out for themselves.
With twenty years experience in the design and advertising fields, Cain first asks the reader about the purpose of the business. Then comes the creating of a mission statement, a way to reach the vision. Later comes deciding who your customers are, and dealing with differences in perception between the right and left brains. Now it's time to concentrate on shapes and colors and types of pencil strokes. Will the logo be in color or black and white? Will it consist of images or just letters? After the logo is finalized, then comes dealing with designers and printers. Their suggestions can help, and may just save the business owner some money.
This is a very specialized book, but also a very good one. Small, or big, business owners would be well advised to read it.
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