Most helpful positive review
Response to the reader from Manhattan Beach, CA
on February 2, 2001
I have to say that I do and don't agree with the reader from Manhattan Beach, CA. I agree that reaching a target audience is very important in any identity system. This book, as stated, is designed not just for the art director or the designer, but for student, the entrepeneur, the marketing manager, the high level executive (i.e. CEO, CMO) Etc. According to the review, this book has achieved that goal with flying colors. I have to disagree with the rest of the review. This book's other goal was to enlighten the reader as to the process behind the final logo. To say that the range of logos in the book is average to excellent misses the whole point. It is not a ranking book like so many other logo books. Each logo was simply supposed to represent the very different processes and solutions possible. They were supposed to inspire the creative process and educate the reader (prospective client maybe) on what the process involves. If you follow the purpose of the book, they each stand on their own as excellent examples of creatively tackling the design process. In reading this book, the Philharmonic example was meant to show that although the computer is heavily used today, some ideas still rely on old solutions. In this case, there is no need to show other concepts. It would be hard to illustrate all the concepts and try to make the same point in four pages. Overall, this is a successful book on branding, identity and design.