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

by Alina Wheeler

• ISBN13: 9780471746843
• ISBN10: 0471746843
• Edition: 2nd
• Format: Hardcover
• Copyright: 2006-03-01
• Publisher: Wiley

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