In this updated and expanded edition of his bestselling guide to logo design, Irish graphic designer David Airey includes an entirely new chapter on how to develop an iconic brand identity from concept to completion using real world case studies from A-list designers. This fully revised edition also includes more of just about everything that made the first edition so great: more case studies, more sketches, more logos, more tips for working with clients, more insider stories, and more useful information for getting the job and getting it done right. David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos and brand identities, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos for Time magazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; Sagmeister & Walsh, Moving Brands, and many more. In this book, you'll learn: Best practices for extending a logo into an entire brand identity system Why one logo is more effective than another How to create your own iconic designs What sets some designers above the rest 30 practical design tips for creating logos that last.