Rhetoric of Logos: A Primer for Visual Language

by Eduard Helmann

The creation of a logotype as one of the most important elements of corporate design is a challenging task for communication designers. The concept that a good logotype is by definition a persuasive logotype creates a direct link to the genre of rhetoric, which, according to Aristotle, has the power of observing the means of persuasion on almost any subject. It follows that rhetoric concepts and methods are ideally suited for understanding the effectiveness of logotypes to expand the horizon of applied design work. In this publication the author illustrates how designers can utilize the tools of rhetoric, a science that dates back more than 2,500 years. Stylistic devices play a central role in this as logotypes are analyzed and classified to determine which communicative strategies and intended effects they fulfill. The theoretical insights gained from this provide designers with a wealth of knowledge that facilitates analysis, idea generation, and argumentation along with a deeper understanding of the design process.

Genres: Design, Art Design

160 pages, Paperback

Published January 5, 2016

Reviews

[Rae · Rating 5 out of 5]

A very interesting and detailed analysis of rhetorical devices in logo design. Although a lot of terms in the book were Greek to me (literally and figuratively), I didn't get lost because the explanations were clear and easy to understand.

[Luís Pita · Rating 5 out of 5]

This book helps you to identify how to analyse a logo and the steps you can use to create the concept of a logo.

[Vuk Trifkovic · Rating 4 out of 5]

Very insightful. Writing is at times awkward, but the analysis is excellent. It gives you a great framework to think about logos. If you are churning out products / projects that need logos - it is a godsend.