The next and equally challenging step is designing a logo that is eye catching, appropriate, and reflective of thebusiness name. Even for the seasoned designer, this is a remarkably difficult task. Logo Savvy helps readers understand how to define the right approach and achieve an innovative and unique solution for both the name and the logo design. Chapters showcase companies whose identities have evolved visually through the introduction of a great name, as well as companies that have developed a visual identity in tandem with a name. Case studies, corresponding side bars, and tips provide designers with the inspiration and tools they need to find the right approach for their own clients.