Designing Brand Identity: An Essential Guide for the Whole Branding Team, 3rd Edition

by Alina Wheeler

• ISBN13: 9780470401422
• ISBN10: 0470401427
• Edition: 3rd
• Format: Hardcover
• Copyright: 2009-08-01
• Publisher: Wiley

Summary

Praise for previous editions of Designing Brand Identity:"An inspiring and powerful toolkit." -The Marketer"Alina Wheeler provides a practical structure for the brand building process." -Al Ries, coauthor, Positioning"Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies." -Marty Neumeier, author, The Brand Gap"A valued reference book for all members of the branding team." -Communication Arts

Author Biography

Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits.

Table of Contents

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 idea	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
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