THE WHAT, WHY, & HOW of logo design.To the aspiring logo designer in need of one cohesive source on every aspect of the logo design process. How to Design a Logo takes brand identity designers on a step-by-step process of how to come up with solid logo concepts and how to present them to their clients.To succeed as a logo & identity designer, you need to master and understand what goes into the entire design project, understanding brands and aligning their goals perfectly with design; from generating client leads to sending the suitable proposal, getting paid the right fees, and at the right time, using strategy-based briefs and coming up with the proper creative direction, generating logo design ideas, building a cohesive identity system, creating a solid presentation for your client and your portfolio. You can then put all of that together into a unified brand guideline for the entire visual and strategic branding system.Ideal for designers, creatives, students, professionals, design educators, and anyone interested in understanding what it takes to design a logo and an identity system. It is specially built to cater to independent designers, the ones going through design projects entirely on their own. This book is also directed to the in-house designer and the entire design team: design entrepreneurs and clients who need to understand the process that goes into creating the right visual design for their business.