Designing brand Identity : an essential guide for the entire branding team

By:

Wheeler, Alina

Publication details: New Jersey John Willey & Sons 2018Edition: Ed.5Description: xi,324pISBN:

9781118980828

DDC classification:

741.606827 WHE

Contents:

Contents Front matter The book lab ii Foreword x Part 1 presents the fundamental concepts needed to jumpstart the branding process and creates a shared vocabulary for the entire team Basics Brand basics Brand 2 Brand identity 4 Branding 6 Brand governance 8 Brand strategy 10 Why invest 12 Stakeholders 14 Culture 16 Customer experience 18 Cross cultures 20 Brand architecture 22 Symbols 24 Names 26 Taglines 28 Staying on message 30 Big idea 32 Brand ideals Overview 34 Vision 36 Meaning 38 Authenticity 40 Coherence 42 Flexibility 44 Commitment 46 Value 48 Differentiation 50 Longevity 52 Brand elements Brandmarks 54 Wordmarks 56 Letterform marks 58 Pictorial marks 60 Abstract marks 62 Emblems 64 Dynamic marks 66 Characters 68 Brand dynamics Trends 70 Making a difference 72 Big data analytics 74 Social media 76 Smartphones 78 Apps 80 Private labeling 82 Brand licensing 84 Certification 86 Crisis communications 88 Personal branding 90 China 92 Before and after Brandmark redesign 94 Packaging redesign 100 Part 2 presents a universal process regardless of the project’s scope and nature. This section answers the question “Why does it take so long?” Process Process basics A process for success 104 Managing the process 106 Brand initiatives 108 Measuring success 110 Collaboration 112 Decision making 114 Intellectual property 116 Design management 118 Phase 1 Conducting research Overview 120 Insight 122 Market research 124 Usability testing 126 Marketing audit 128 Competitive audit 130 Language audit 132 Audit readout 134 Phase 2 Clarifying strategy Overview 136 Narrowing the focus 138 Positioning 140 Brand brief 142 Naming 144 Renaming 146 Phase 3 Designing identity Overview 148 Identity system design 150 Look and feel 152 Color 154 More color 156 Typography 158 Sound 160 Trial applications 162 Presentation 164 Phase 4 Creating touchpoints Overview 166 Content strategy 168 Website 170 Collateral 172 Stationery 174 Signage 176 Product design 178 Packaging 180 Advertising 182 Placemaking 184 Vehicles 186 Uniforms 188 Ephemera 190 Phase 5 Managing assets Overview 192 Changing brand assets 194 Launching 196 Building brand champions 198 Brand books 200 Guidelines 202 Guidelines content 204 Online brand centers 206 Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions Best Practices Case studies ACHC 210 ACLU 212 Action Against Hunger 214 Adanu 216 Amazon.com 218 Ansible 220 Beeline 222 Boston Consulting Group 224 Boy Scouts of America 226 Budweiser 228 Cerner 230 City of Melbourne 232 Coca-Cola 234 Cocktails Against Cancer 236 Coors Light 238 Cooper Hewitt 240 Credit Suisse 242 Deloitte 244 Fern by Haworth 246 Fred Hutch 248 Global Handwashing Day 250 IBM 100 Icons of Progress 252 IBM Watson 254 Jawwy from STC 256 Laughing Cow 258 LinkedIn China 260 Mack Trucks 262 Mastercard 264 Mozilla 266 Mural Arts Philadelphia 268 NIZUC 270 NO MORE 272 Ohio & Erie Canalway 274 Peru 276 Philadelphia Museum of Art 278 Pitney Bowes 280 PNC 282 Quartz 284 (RED) 286 RideKC Streetcar 288 Santos Brasil 290 Shinola Detroit 292 Smithsonian National Air and Space Museum 294 SocialSecurity.gov 296 Southwest Airlines 298 Spectrum Health System 300 Starbucks 302 Sydney Opera House 304 Unstuck 306 Vueling 308 Bibliography 310 Index: Brands 312 Index: People 316 Index: Firms 318 How to use this book 319

List(s) this item appears in: Display of New Collection of Design Books - 2024

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	CEPT Library	Faculty of Design	741.606827 WHE	Available		025900

Total holds: 0

Contents
Front matter
The book lab ii
Foreword x
Part 1 presents the fundamental concepts needed to jumpstart the branding process and creates a shared vocabulary for the entire team
Basics
Brand basics
Brand 2
Brand identity 4
Branding 6
Brand governance 8
Brand strategy 10
Why invest 12
Stakeholders 14
Culture 16
Customer experience 18
Cross cultures 20
Brand architecture 22
Symbols 24
Names 26
Taglines 28
Staying on message 30
Big idea 32
Brand ideals
Overview 34
Vision 36
Meaning 38
Authenticity 40
Coherence 42
Flexibility 44
Commitment 46
Value 48
Differentiation 50
Longevity 52
Brand elements
Brandmarks 54
Wordmarks 56
Letterform marks 58
Pictorial marks 60
Abstract marks 62
Emblems 64
Dynamic marks 66
Characters 68
Brand dynamics
Trends 70
Making a difference 72
Big data analytics 74
Social media 76
Smartphones 78
Apps 80
Private labeling 82
Brand licensing 84
Certification 86
Crisis communications 88
Personal branding 90
China 92
Before and after
Brandmark redesign 94
Packaging redesign 100
Part 2 presents a universal process regardless of the project’s scope and nature. This section answers the question “Why does it take so long?”
Process
Process basics
A process for success 104
Managing the process 106
Brand initiatives 108
Measuring success 110
Collaboration 112
Decision making 114
Intellectual property 116
Design management 118
Phase 1 Conducting research
Overview 120
Insight 122
Market research 124
Usability testing 126
Marketing audit 128
Competitive audit 130
Language audit 132
Audit readout 134
Phase 2 Clarifying strategy
Overview 136
Narrowing the focus 138
Positioning 140
Brand brief 142
Naming 144
Renaming 146
Phase 3 Designing identity
Overview 148
Identity system design 150
Look and feel 152
Color 154
More color 156
Typography 158
Sound 160
Trial applications 162
Presentation 164
Phase 4 Creating touchpoints
Overview 166
Content strategy 168
Website 170
Collateral 172
Stationery 174
Signage 176
Product design 178
Packaging 180
Advertising 182
Placemaking 184
Vehicles 186
Uniforms 188
Ephemera 190
Phase 5 Managing assets
Overview 192
Changing brand assets 194
Launching 196
Building brand champions 198
Brand books 200
Guidelines 202
Guidelines content 204
Online brand centers 206
Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions
Best Practices
Case studies
ACHC 210
ACLU 212
Action Against Hunger 214
Adanu 216
Amazon.com 218
Ansible 220
Beeline 222
Boston Consulting Group 224
Boy Scouts of America 226
Budweiser 228
Cerner 230
City of Melbourne 232
Coca-Cola 234
Cocktails Against Cancer 236
Coors Light 238
Cooper Hewitt 240
Credit Suisse 242
Deloitte 244
Fern by Haworth 246
Fred Hutch 248
Global Handwashing Day 250
IBM 100 Icons of Progress 252
IBM Watson 254
Jawwy from STC 256
Laughing Cow 258
LinkedIn China 260
Mack Trucks 262
Mastercard 264
Mozilla 266
Mural Arts Philadelphia 268
NIZUC 270
NO MORE 272
Ohio & Erie Canalway 274
Peru 276
Philadelphia Museum of Art 278
Pitney Bowes 280
PNC 282
Quartz 284
(RED) 286
RideKC Streetcar 288
Santos Brasil 290
Shinola Detroit 292
Smithsonian National Air and Space Museum 294
SocialSecurity.gov 296
Southwest Airlines 298
Spectrum Health System 300
Starbucks 302
Sydney Opera House 304
Unstuck 306
Vueling 308
Bibliography 310
Index: Brands 312
Index: People 316
Index: Firms 318
How to use this book 319

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