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Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition
ISBN: 9780470401422 | 0470401427
Edition: 3rdFormat: Hardcover
Publisher: Wiley
Pub. Date: 8/1/2009
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Who are you?Who needs to know?Why should they care?How will they find out?In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding.Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and ... MORE
| presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team. | |
| Brand basics | |
| What is brand? | p. 2 |
| What is brand identity? | p. 4 |
| What is branding? | p. 6 |
| Who are stakeholders? | p. 8 |
| Why invest? | p. 10 |
| Brand strategy | p. 12 |
| Positioning | p. 14 |
| Big id... MORE | p. 16 |
| Customer experience | p. 18 |
| Names | p. 20 |
| Brand architecture | p. 22 |
| Taglines | p. 24 |
| Staying on message | p. 26 |
| Cross Cultures | p. 28 |
| Brand identity ideals | |
| Overview | p. 30 |
| Vision | p. 32 |
| Meaning | p. 34 |
| Authenticity | p. 36 |
| Differentiation | p. 38 |
| Durability | p. 40 |
| Coherence | p. 42 |
| Flexibility | p. 44 |
| Commitment | p. 46 |
| Value | p. 48 |
| Brand identity elements | |
| Brand marks | p. 50 |
| Sequence of cognition | p. 52 |
| Word marks | p. 54 |
| Letter form marks | p. 56 |
| Pictorial marks | p. 58 |
| Abstract marks | p. 60 |
| Emblems | p. 62 |
| Characters | p. 64 |
| Look and feel | p. 66 |
| Brand forces | |
| Brand Dynamics | p. 68 |
| Sustainability | p. 70 |
| Social media | p. 72 |
| Brand licensing | p. 74 |
| Private labeling | p. 76 |
| Certification | p. 78 |
| Personal branding | p. 80 |
| Before and after | |
| Merger | p. 82 |
| New name | p. 83 |
| Redesign | p. 84 |
| Packaging | p. 86 |
| presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?" | |
| A process for success | p. 90 |
| Managing the process | p. 92 |
| Measuring success | p. 94 |
| Collaboration | p. 96 |
| Decision making | p. 98 |
| Insight | p. 100 |
| Conducting research | |
| Overview | p. 102 |
| Market research | p. 104 |
| Usability | p. 106 |
| Marketing audit | p. 108 |
| Competitive audit | p. 110 |
| Language audit | p. 112 |
| Audit readout | p. 114 |
| Clarifying strategy | |
| Overview | p. 116 |
| Narrowing the focus | p. 118 |
| Brand brief | p. 120 |
| Naming | p. 122 |
| Desinging identity | |
| Overview | p. 124 |
| Logotype + signature | p. 126 |
| Color | p. 128 |
| More color | p. 130 |
| Typography | p. 132 |
| Sound | p. 134 |
| Motion | p. 136 |
| Trial applications | p. 138 |
| Presentation | p. 140 |
| Creating touch points | |
| Overview | p. 142 |
| Trademark process | p. 144 |
| Letterhead | p. 146 |
| Business card | p. 148 |
| Collateral | p. 150 |
| Website | p. 152 |
| Favicons | p. 154 |
| Signage | p. 156 |
| Product design | p. 158 |
| Packaing | p. 160 |
| Advertising | p. 162 |
| Environments | p. 164 |
| Vehicles | p. 166 |
| Uniforms | p. 168 |
| Ephemera | p. 170 |
| Managing assets | |
| Managing assets | |
| Overview | p. 172 |
| Changing brand identity | p. 174 |
| Launching brand identity | p. 176 |
| Building brand champions | p. 178 |
| Internal design teams | p. 180 |
| Brand books | p. 182 |
| Standards content | p. 184 |
| Standards + guidelines | p. 186 |
| Online branding tools | p. 188 |
| Reproduction files | p. 190 |
| Global metrics | p. 192 |
| Best Practices | |
| showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution. | |
| ACLU | p. 196 |
| Amazon.com | p. 198 |
| Apotek | p. 200 |
| Assurant | p. 202 |
| Aveda Uruku | p. 204 |
| Beeline | p. 206 |
| BP | p. 208 |
| California Academy of Sciences | p. 210 |
| Cereality | p. 212 |
| Chambers Group | p. 214 |
| City Church Eastside | p. 216 |
| Coca-Cola | p. 218 |
| Eimer Stahl | p. 220 |
| FedEx | p. 222 |
| Feng | p. 224 |
| FORA.tv | p. 226 |
| GE | p. 228 |
| Good Housekeeping Seal | p. 230 |
| Heavy Bubble | p. 232 |
| Herman Miller | p. 234 |
| Hot Wheels | p. 236 |
| HP | p. 238 |
| IUNI Educational | p. 240 |
| Kort & Godt | p. 242 |
| Laura Zindel | p. 244 |
| Library of Congress | p. 246 |
| MoMA | p. 248 |
| The New School | p. 250 |
| NIZUC | p. 252 |
| Obama | p. 254 |
| Olympic Games | p. 256 |
| Park Angels | p. 258 |
| PNC Virtual Wallet | p. 260 |
| Presbyterian Church | p. 262 |
| Preferred | p. 264 |
| (RED) | p. 266 |
| Saks Fifth Avenue | p. 268 |
| SugarFISH | p. 270 |
| Superman | p. 272 |
| Tate | p. 274 |
| Thomas Jefferson's Poplar Forest | p. 276 |
| TiVo | p. 278 |
| Unilever | p. 280 |
| Vanguard ETFs | p. 282 |
| Velfina | p. 284 |
| Vueling | p. 286 |
| The Wild Center | p. 288 |
| Xohm | p. 290 |
| Bibliography | p. 292 |
| Index | p. 294 |
| About the author | p. 310 |
| Table of Contents provided by Ingram. All Rights Reserved. |
Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits.
