100 LOGOS

Explore 100 key concepts, theories, and guidelines that are critical for choosing and using type.

Through a mix of academic insights and real-world examples, discover how brands create emotional resonance by leveraging symbolism, storytelling, and design. Dr. Guarriello examines both luxury items and everyday essentials, analyzing how branding impacts our relationships with objects and the cultural significance these items hold.

Structured around the six official commitments of the AIGA Design Educators Community Value Design Education Pledge, this book offers designers and educators a thoughtful framework for integrating inclusion, equity, and justice into every stage of their creative process.


Each chapter centers on one of the six core values—anti-racism, historical awareness, knowledge-sharing, impact, community, and wellbeing—and features contributors from across the design world. These diverse voices share tools, real-world case studies, and provocative prompts that invite reflection and inspire action.

Brands in the Age of AI is a timely survey of how artificial intelligence is revolutionizing branding, consumer engagement, and loyalty. Through thought-provoking discussions, Kingsley reveals how AI-powered personalization, automation, and data analytics are reshaping the way brands connect with consumers.

The LogoLounge Guide to Iconic Branding blends decades of trend forecasting and practical insight to help designers build logos that last. Known for his annual trend reports and top LinkedIn Learning courses, author Bill Gardner, founder of Gardner Design, reveals the principles, patterns, and processes behind enduring brand marks.

Through a Western cultural lens, he examines how branding has transitioned from simple logos and trademarks to complex systems of identity and meaning that connect with consumers on a global scale.

Nature Logo celebrates the enduring influence of the natural world on contemporary logo design. Featuring over 200 thoughtfully curated symbols from leading studios worldwide, the book explores how designers distil trees, water, weather and landscapes into striking, minimalist marks.

By the late 19th century, trademarks began to replace traditional emblems, like coats of arms, as identifying symbols for companies. At first, logos tended to be figurative, but over time they morphed into the abstract marks that we see everywhere today. Yet many iconic brands—like Rolex, BMW, Louis Vuitton, and the New York Yankees—still use logos designed 100 years ago.

Bringing together two previous volumes—Logo Beginnings and Logo Modernism—into one compendium, design expert Jens Müller (dubbed “the logo detective” by Wired magazine) has trawled historical trademark archives and design publications to unearth 1000s of logos from as far back as 1870, including many forgotten designs and early versions of today’s brand identifiers.

Counter-Print proudly presents the 10th anniversary edition of this iconic book, brimming with an exquisite collection of animal-inspired logos from around the world.

From tech to fashion, explore how simple shapes and detailed patterns can evoke complex emotions and ideas through the captivating world of abstract logo design.

This vivid and fascinating collection of propaganda spans over a century – a visual feast illustrating how persuasion, manipulation and fear were used to influence populations around the world.

Object Logos contains a carefully curated selection of logos, trademarks and symbols from around the world formed of objects such as scissors, musical instruments, sports kit, tools...