The book starts with a case study where the author is commissioned to design a visual identity for the IIT Guwahati primary school in Assam, India. While presenting the logo, the principal of the school put forths his idea of adding the letterform 'G' (Guwahati) to the author's design. The principal expresses his desire to represent some element of the city Guwahati, which he finds missing in the symbol. However, the author disagrees but confronts himself with the same question from his mentor Prof. Kirti Trivedi. “Where is Guwahati in the logo-form”? Prof. Trivedi's question shocks the author. He wonders, how to add the city-ness of a city into a design of a logo through a single picture?