"Packed with tips and lavishly illustrated, Designing Logos is an accessible reference for the design and implementation of a logo - from the initial creative thought process, through the presentation of logo alternatives to a client, to final implementation, with valuable, practical information on: making a logo endure, working with clients, estimating project costs, finding inspiration, customizing logotypes, refreshing old logos, preparing logo presentations, patenting and preserving your logo, and creating a logo standards manual." "Prolific designer Jack Gernsheimer demonstrates the trial and error behind many successful logos, offering a number of case studies to dissect the design process of recognizable marks. As added inspiration for any designer or aspiring designer, a detailed timeline explores the creative process behind famous logos from Steinway & Sons to National Geographic. Designing Logos is an essential tool for making well-informed decisions about the quality of logos."--Jacket.