Most 20 Books You should read them – Part 3

Decoding Design: Understanding and Using Symbols in Visual Communication (By: Maggie Macnab)

About the book :

Decoding Design

Decoding Design explores the work of energy in the universe and how to apply these principles to design for effective, aesthetic and ethical visual communication. In the process of matching universal quality to message you learn to create better design while developing a deeper appreciation for the core of human inspiration: Nature. The book opens with an      introduction to natural pattern and travels through the qualities and shapes of the single digits up through the quantum leap of the Tenth Power. You are transported from atoms to galaxies in this exciting and visually rich interdisciplinary excursion. Deconstructions of well known logos are also explored, along with international examples of symbolic integration into design.

About the author :

Maggie Macnab

Maggie Macnab has spent most of her life in New Mexico and developed a deep appreciation for nature at an early age. She began Macnab Design in 1981 and has created symbols, visual metaphors and conceptual design for a wide range of clientele ever since. Her work and writing have been published in design books, magazines and for organizations, including Communication Arts, Step by Step, Print, Graphis  and the AIGA.
Maggie is past president of the Communication Artists of New Mexico, teaches logo design and symbolism as visual literacy for designers
at the University of New Mexico/Albuquerque, speaks for conferences and universities, and gives workshops on creating more effective, engaging and aesthetic visual communications based in universal principles.
She is passionate about design inspired by nature and
the creative problem solving process.

Links :

Decoding Design on Amazon

Website of Decoding Design

Macnab Design

The Brand Gap (By Marty Neumeier)

About the book :

The Brand Gap

THE BRAND GAP is the first book to present a unified theory of brand-building.  Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:

• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
• 220-word brand glossary

From the back cover:
Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”

Zag : The Number One Strategy of High-Performance Brands (By Marty Neumeier)

About the book :


In an age of me-too products and instant communication, keeping up with the competition isn’t a winning strategy. Today you have to out-position, out-maneuver, and out-design them. Discover radical differentiation—the number one strategy of high-performance brands. The new rule? When everybody zigs, zag.

About the author :

Marty Neumeier

Marty Neumeier is president of Neutron LLC, a San Francisco
based firm specializing in brand collaboration. Before launching Neutron in 2002, Neumeier was editor and publisher of Critique, the “magazine of graphic design thinking”, which had quickly become the leading forum for improving design effectiveness. In editing Critique, Neumeier joined the conversation about how to bridge the gap between strategy and design, which led directly to the formation of Neutron and the ideas in his new book, The Brand Gap. The Brand Gap is “a whiteboard overview” that presents his unified theory of branding in a clear, direct, and visually entertaining format.

Links :

The Brand Gap on Amazon

An Interview with Marty Neumeier

Zag on Amazon

Website of Zag book

Brand Names That Zag

A Designer’s Research Manual: Succeed in Design by Knowing Your Clients and What They Really Need (By Jennifer Visocky O’Grady and Ken O’Grady)

About the book :

A Designer's Research Manual

Doing research can make all the difference between a great design and a good design. Most experienced designers would quantify this “legwork” with the term research. By engaging in competitive intelligence, customer profiling, color and trend forecasting, etc., designers are able to bring something to the table that reflects a commercial value for the client beyond a well-crafted logo or brochure. This book provides a comprehensive manual for designers on what design research is, why it is necessary, how to do research, and how to apply it to design work.

About the authors :

Jenn + Ken Visocky O’Grady

Jenn + Ken Visocky O’Grady are partners in business and life. The couple cofounded Enspace, a creative think tank where collaboration enhances communication. The firm’s work has been recognized by numerous organizations and featured in magazines and books. Together they have had privilege to travel North America, jurying competitions and presenting workshops and lectures. They also promote the value of design in the classroom—Jenn as an Associate Professor at Cleveland State University, and Ken as an Assistant Professor at Kent State University.

Their first book, A Designer’s Research Manual, is suggested preparatory text for a portion of the Canadian R.G.D. Qualification Examination. Their second, The Information Design Handbook, was released in September 2008.

Links :

A Designer’s Research Manual on Amazon

Enspace Inc

Marks of Excellence (By per mollerup)

(The Pictures by david airey)

About the book :

Marks of Excellence

Finding the roots of trademarks in heraldry, potter’s marks, monograms, and other such ancient devices, this book traces the history of the corporate visual lexicon and produces a taxonomy of the commercial age. An alphabetical section covers motifs from animals to waves, with short definitions and analyses beautifully complemented by daringly cropped and crisply photographed images. Pictures of this quality and interest would steal the show in most volumes, but the text stands up well to the challenge of images that gain force because of the familiarity of their subjects (corporate trademarks), and the unusual sense that the book’s context lends to them. Marks of Excellence is a worthwhile exploration at the modern language of ownership.
This book is an image fix for pop culture junkies, a visual reference for designers, and a crash course in semiotics…. A book that rigorously examines trademarks and their meaning is essential for the bookshelves of the visually inclined. It’s also destined for the coffee tables of today’s corporate wonks obsessed with branding. As a tasty book ready to be consumed, Marks of Excellence exemplifies the commodity value of visual identity. — Wired, Rhonda Rubinstein.

About the author :

per mollerup

Per Mollerup born 1942 is Managing Director at Mollerup Designlab A/S in Denmark. He has written a number of books on design including: Marks of Excellence, The history and taxonomy of Trademarks, Phaidon, London 1997. Collapsibles, A design album of space saving objects, Thames & Hudson, London 2001. Wayshowing, A Guide to Environmental Signage, Principles & Practices, Baden CH, 2005.
Mollerup was the editor and publisher of Mobilia Design Magazine and Tools Design Journal before he founded Mollerup Designlab A/S, Designers & Consultants (www.mollerup-designlab.com). It is a Copenhagen based graphic design office that primary works with branding and information design. Way showing commissions include airports in Copenhagen, Oslo, and Sweden, as well as railways, hospitals, and museums.
He was rewarded with IG prisen, Danish Design Center’s price for graphic design, nine times between 1987 and 1998. He also received distinctions like the Knud V. Engelhardts Mindelegat, the Thorvald Bindesbøll Medal, the annual price of the association of Boghaandværk and the Danish-Swedish cultural price from the association Norden.

Video :

Links :

Marks of Excellence on Amazon

Website of per mollerup

Marks of Excellence by Per Mollerup

The Art of Looking Sideways (By Alan Fletcher)

(The Pictures by david airey)

About the book :

The Art of Looking Sideways

Alan Fletcher’s The Art of Looking Sideways is an absolutely extraordinary and inexhaustible “guide to visual awareness,” a virtually indescribable concoction of anecdotes, quotes, images, and bizarre facts that offers a wonderfully twisted vision of the chaos of modern life. Fletcher is a renowned designer and art director, and the joy of The Art of Looking Sideways lies in its beautiful design. Loosely arranged in 72 chapters with titles like “Colour,” “Noise,” “Chance,” “Camouflage,” and “Handedness,” Fletcher’s book, which he describes as “a journey without a destination,” is “a collection of shards” that captures the sensory overload of a world that simply contains too much information. In one typical section, entitled “Civilization,” the reader encounters six Polish flags designed to represent the world, a photograph of an anthropomorphic handbag, Buzz Aldrin’s boot print on the moon, drawings of Stone Age pebbles, a painting of “Ireland–as seen from Wales,” and a dizzying array of quotations and snippets of information, including the wise words of Marcus Aurelius, Stephen Jay, and Gandhi’s comment, “Western civilization? I think it would be a good idea.” Fletcher’s mastery of design mixes type, space, fonts, alphabets, color, and layout combined with a “jackdaw” eye for the strange and profound to produce a stunning book that cannot be read, but only experienced. –Jerry Brotton, Amazon.co.uk

About the author :

Alan Fletcher

Alan Fletcher founded the design firm Fletcher/Forbes/Gill with Colin Forbes and Bob Gill in 1962. An early product was their 1963 book Graphic Design: A Visual Comparison.

Clients included Pirelli, Cunard, Penguin Books and Olivetti. Gill left the partnership in 1965 and was replaced by Theo Crosby, so the firm became Crosby/Fletcher/Forbes. Two new partners joined, and the partnership evolved into Pentagram in 1972, with Forbes, Crosby, Kenneth Grange and Mervyn Kurlansky, with clients including Lloyd’s of London and Daimler Benz. Much of his work is still in use: a logo for Reuters made up of 84 dots, which he created in 1965, was retired in 1992, but his 1989 “V&A” logo for Victoria and Albert Museum, and his “IoD” logo for the Institute of Directors remain in use. In last years he designed the logo for the Italian School of Architecture “Facolta` di Architettura di Alghero”, (University of Sassari).

He won the Prince Philip Prize for Designer of the Year, was President of the Designers and Art Directors Association in 1973 and International President of the Alliance Graphique Internationale from 1982 to 1985. He was elected to the Hall of Fame of the New York Art Directors Club in 1994, was a senior fellow of the Royal College of Art in 1989 and became an honorary fellow of the London Institute in 2000.

This video showing a 10 minute interview with Alan, about the launch of his book.

Links :

The Art of Looking Sideways on Amazon

The Art of Looking Sideways

Alan Fletcher obituary in The Times

Alan Fletcher in the Design Museum

Alan Fletcher: Living by Design

Designing Brand Identity : A Complete Guide to Creating, Building, and Maintaining Strong Brands (By Alina Wheeler)

About the book :

Designing Brand Identity

From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand Identity helps companies create stronger brands by offering real substance. With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, the book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand. This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper.

About the author :

Alina Wheeler

Alina Wheeler is Designer, Consultant, Author, Speaker Working with a hybrid team of internal employees and external consultants to build a process to achieve consistency across marketing channels, business lines and functional areas. Working with holding company leadership of a private equity firm to bring a disciplined process to communications. Collaborating with best-in-world designers to create new brand identity systems. Teaching executives about branding fundamentals they never learned in business school or life. Speaking to corporate executives and communications/marketing/web/pr/design departments at companies and marketing and design students at universities about the fundamentals.

Links :

Designing Brand Identity on Amazon

Designing Brand Identity on WILEY

Website of Alina Wheeler

As I mentioned earlier, these are more than books to learn how to do …  after that you but them in bookcase. Some of them books really it needs to analysis and study. You can see another books about design here :

40+ Books For Professional Design & Development

In closing let me say that reading is one of the best ways to take good inspiration

The whole parts

– Most 20 Books You should read them – Part 1

– Most 20 Books You should read them – Part 2

– Most 20 Books You should read them – Part 3

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    16 Responses to “Most 20 Books You should read them – Part 3”

    1. Hi Otba–
      thanks so much for including “Decoding Design” in your Top 20 list! I appreciate it.
      Maggie Macnab

    2. tieriaNet says:

      logosguide.com – cooooolest domain name)))

    3. logosguide.com – great domain name for blog like this

    4. LogosGuide says:

      hi Joyoge..
      thanks for your support :)

    5. LogosGuide says:

      Hello Maggie, really it is great book we waiting more than this
      thanks for your comment .
      Keep In Touch

    6. LogosGuide says:

      hi tieria and unlincbuppytaai
      for more benefit about logo design, follow it .
      thanks for your comments .


      i need to read the books,please send the books sir.

    8. LogosGuide says:

      hi Adesada ,
      you can buy them from Amazon website

    9. Robin says:

      Very good books really the best collections

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