Environmental graphic designers covet this chapter. It features airport signs, Olympic icons, and public toilet symbols. The "top" PDF versions preserve the Pantone colors used in these global wayfinding systems, which is critical for understanding color psychology in signage.

Hyland and Bateman highlight the use of "visual double entendres" (double meanings). The book showcases symbols that use negative space to create secondary imagery (e.g., the arrow hidden in the FedEx logo, though that specific example is a classic case study of the principles found throughout the book). It teaches designers to look for opportunities to layer meaning into a single shape.

The book explicitly separates the symbol (the mark) from the logotype (the text). This distinction is crucial for students to understand that a brand’s visual identity often relies on a stand-alone mark that must work without text.

For those looking to dive deeper into the world of logo design and branding, Hyland and Bateman's book, available in PDF format, offers a wealth of insights and practical advice. Here are some top tips from the book:

Many designers, including reviewers on Goodreads , cite the book as an "indispensable resource" for breaking through creative blocks during the sketching phase. About the Authors