Besides being immediately recognizable, logos are one of the most succinct forms of advertising and one of the greatest challenges of graphic designers. This book presents twelve case studies and hundreds of supporting examples of current logos including Federal Express, Ann Taylor, Fila Sport, and Netscape, that have achieved success for their companies. This book illuminates the logo design process through the real-life projects of today's most talented designers and most interesting companies. Each project demonstrates, through detailed text and amazing graphics, what makes a logo successful for hotels, products, cosmetics and fashion, film and TV, business to business, creative services and more.