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Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands, 2nd Edition,9780471746843

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

by
Edition:
2nd
ISBN13:

9780471746843

ISBN10:
0471746843
Format:
Hardcover
Pub. Date:
3/1/2006
Publisher(s):
Wiley
List Price: $45.00
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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.

Author Biography

Alina Wheeler applies a dynamic process to help enterprises express their brands. Her clients include entrepreneurial companies and foundations whose leaders embrace the future. Wheeler collaborates with strategists, designers, and managers, seizing every opportunity to build brands and provide compelling customer experiences.
Wheeler speaks frequently to management and creative teams in companies, as well as to business and design students at universities. She introduces branding fundamentals, identifies brand trends, and connects their relationship to innovation and business.

Table of Contents

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(2)
What is a brand?
4(2)
What is brand identity?
6(2)
Why does it work?
8(2)
When is it needed?
10(2)
Who creates it?
12(2)
Why invest in brand identity?
14(2)
Brand identity ideals
Overview
16(2)
Vision
18(2)
Meaning
20(2)
Authenticity
22(2)
Differentiation
24(2)
Sustainability
26(2)
Coherence
28(2)
Flexibility
30(2)
Commitment
32(2)
Value
34(2)
Brand identity fundamentals
Brand strategy
36(2)
Positioning
38(2)
Customer experience
40(2)
Brand architecture
42(2)
Cross cultures
44(2)
Staying on message
46(2)
Names
48(2)
Taglines
50(2)
Brandmarks overview
52(2)
Redesign
54(2)
Wordmarks
56(2)
Letterform marks
58(2)
Pictorial marks
60(2)
Abstract marks
62(2)
Emblems
64(2)
Characters
66(2)
Look and feel
68(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
72(2)
Managing the process
74(2)
Collaboration
76(2)
Managing decisions
78(2)
Insight
80(2)
Phase 1 Conducting research
Understanding the business
82(2)
Market research
84(2)
Marketing audit
86(2)
Competitive audit
88(2)
Stakeholder audit
90(2)
Language audit
92(2)
Audit readout
94(2)
Phase 2 Clarifying strategy
Clarifying brand strategy
96(2)
Narrowing the focus
98(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)
BP
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


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