IDENTITY DESIGNED: THE PROCESS by David Airey builds on his earlier work which deals with visual branding. Airey, an independent graphic designer from Northern Ireland, includes a section in his new text for each of these steps Research, Strategy, Design, Implementation. If nothing else, it will convince readers that the experts in this profession certainly have unique talents. Airey’s previous works, Logo Design Love and Identity Designed, each have an accompanying website and are often referenced in design courses. These are well worth the look as readers can investigate the rationale for and evolution of trademarks for the upcoming Paris Olympic Games, Guinness beer, and much more. Many of the projects also contain links to recommended printers, photographers, copywriters, web developers, and so on – quite an education in itself. This latest book is written primarily for designers and is somewhat text heavy, but filled with examples (Airey's acknowledgements recognizes almost two dozen studio contributors). The most poignant piece of advice? “If you think good design is expensive, you should look at the cost of bad design.”
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