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Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition

by: Alina Wheeler

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition

by: Alina Wheeler

ISBN 13:
9780471746843
ISBN 10:
0471746843
Edition: 2nd
Format: Hardcover
Copyright: 03/01/2006
Publisher: Wiley
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Summary

Designing Brand Identity is an essential toolkit for the whole branding team, whether the goal is to express a new brand or to revitalize an existing one. Fully updated to reflect emerging trends, the Second Edition illuminates branding fundamentals, explains a disciplined and collaborative process, and showcases world-class brands and how they build awareness. Book jacket.

Perception

Part 1 illuminates the difference between brand and brand identity, and what it takes to be the best. It's easy to bypass the fundamentals in the speed of a new project, and critical to establish a shared vocabulary for the entire branding team.

Identity

(2)

What is a brand?

(2)

What is brand identity?

(2)

Why does it work?

(2)

When is it needed?

(2)

Who creates it?

(2)

Why invest in brand identity?

(2)

Brand identity ideals

Overview

(2)

Vision

(2)

Meaning

(2)

Authenticity

(2)

Differentiation

(2)

Sustainability

(2)

Coherence

(2)

Flexibility

(2)

Commitment

(2)

Value

(2)

Brand identity fundamentals

Brand strategy

(2)

Positioning

(2)

Customer experience

(2)

Brand architecture

(2)

Cross cultures

(2)

Staying on message

(2)

Names

(2)

Taglines

(2)

Brandmarks overview

(2)

Redesign

(2)

Wordmarks

(2)

Letterform marks

(2)

Pictorial marks

(2)

Abstract marks

(2)

Emblems

(2)

Characters

(2)

Look and feel

(4)

Process

Part 2 presents a universal identity process that underlies all successful brand identity initiatives, regardless of the project's scope and nature. This section answers the question ``Why does it take so long?'' and addresses collaboration and decision making.

A process for success

(2)

Managing the process

(2)

Collaboration

(2)

Managing decisions

(2)

Insight

(2)

Phase 1 Conducting research

Understanding the business

(2)

Market research

(2)

Marketing audit

(2)

Competitive audit

(2)

Stakeholder audit

(2)

Language audit

(2)

Audit readout

(2)

Phase 2 Clarifying strategy

Clarifying brand strategy

(2)

Narrowing the focus

(2)

The big idea

100

(2)

Brand brief + creative brief

102

(2)

Naming

104

(2)

Phase 3 Designing identity

Designing symbols

106

(2)

Logotype + signature

108

(2)

Color

110

(2)

More color

112

(2)

Typography

114

(2)

Sound

116

(2)

Motion

118

(2)

Trial applications

120

(2)

Presentation

122

(2)

Phase 4 Creating touchpoints

Overview

124

(2)

Trademark process

126

(2)

Letterhead

128

(2)

Business card

130

(2)

Brochure

132

(2)

Packaging

134

(2)

Website

136

(2)

Signage

138

(2)

Advertising

140

(2)

Environments

142

(2)

Vehicles

144

(2)

Uniforms

146

(2)

New media

148

(2)

Ephemera

150

(2)

Phase 5 Managing assets

Overview

152

(2)

Changing brand identity

154

(2)

Launching brand identity

156

(2)

Measuring success

158

(2)

Building brand champions

160

(2)

Internal design teams

162

(2)

Brand books

164

(2)

Standards content

166

(2)

Standards + guidelines

168

(2)

Online branding tools

170

(2)

Reproduction files

172

(2)

Global metrics

174

(4)

Practice

Part 3 showcases best practices. Local and global, public and private, these highly successful projects, created by branding firms, design consultancies and in-house creative teams, inspire and exemplify original, flexible, lasting solutions.

Case studies

Amazon.com

178

(2)

ACLU

180

(2)

American Girl Place

182

(2)

Assurant

184

(2)

Atlanta 1996 Centennial Olympic Games

186

(2)

Aveda Japan

188

(2)

Aveda Uruku

190

(2)

Bahamas

192

(2)

Bank of New York

194

(2)

196

(2)

Center City District

198

(2)

Cereality

200

(2)

Chambers Group

202

(2)

Chicago GSB

204

(2)

Cingular Wireless

206

(2)

Citi

208

(2)

Columbus Salame

210

(2)

Dosirak

212

(2)

Dummies

214

(2)

Eimer Stahl

216

(2)

FedEx

218

(2)

FedEx Kinko's

220

(2)

Find Great People

222

(2)

The Franklin Institute

224

(2)

Kort & Godt

226

(2)

Late July

228

(2)

Martha Stewart

230

(2)

Mini Cooper

232

(2)

Monogram Biosciences

234

(2)

Mutual of Omaha

236

(2)

The New School

238

(2)

Olympic Games

240

(2)

Parkinson's Disease Foundation

242

(2)

Presbyterian Church

244

(2)

Princeton Athletics

246

(2)

Radio Free Europe/Radio Liberty

248

(2)

Superman

250

(2)

Tate

252

(2)

Tazo

254

(2)

TiVo

256

(2)

Unilever

258

(2)

Vanguard

260

(2)

Velfina

262

(2)

The Wild Center

264

(2)

Zoom

266

(2)

Origins of brand identity

268

(2)

Bibliography

270

(2)

Index

272

(8)

About the author

280

Amazon no longer offers textbook rentals. We do!

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition

9780471746843

0471746843

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition

9780471746843

0471746843

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

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