{"product_id":"rhetoric-of-logos","title":"Rhetoric of Logos","description":"The creation of a logotype as one of the  most important elements of corporate  design is a challenging task for commu- nication designers. The concept that a  good logotype is by definition a persua- sive 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 con- cepts 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 sci- ence 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 in- sights gained from this provide design- ers with a wealth of knowledge that  facilitates analysis, idea generation,  and argumentation along with a deeper  understanding of the design process.","brand":"bnb media gmbh, Zurich","offers":[{"title":"Default Title","offer_id":42665167061028,"sku":"9783721209570","price":43.99,"currency_code":"AUD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0725\/9734\/0196\/files\/9783721209570.jpg?v=1774922549","url":"https:\/\/thamesandhudson.com.au\/products\/rhetoric-of-logos","provider":"Thames \u0026 Hudson Australia","version":"1.0","type":"link"}