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

by Alina Wheeler

• ISBN13: 9780470639382
• ISBN10: 0470639385
• Format: eBook
• Copyright: 2010-02-01
• 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

Table of Contents

Basic

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?

What is brand identity?

What is branding?

Who are stakeholders?

Why invest?

Brand strategy

Positioning

Big idea

Customer experience

Names

Brand architecture

Taglines

Staying on message

Cross cultures

Brand identity ideals

Overview

Vision

Meaning

Authenticity

Differentiation

Durability

Coherence

Flexibility

Commitment

Value

Brand identity elements

Brandmarks

Sequence of cognition

Wordmarks

Letterform marks

Pictorial marks

Abstract marks

Emblems

Characters

Look and feel

Brand forces

Brand Dynamics

Sustainability

Social media

Brand licensing

Private labeling

Certification

Personal branding

Before and after

Merger

New name

Redesign

Packaging

Process

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

Managing the process

Measuring success

Collaboration

Decision making

Insight

Conducting research

Overview

Market research

Usability

Marketing audit

Competitive audit

Language audit

Audit readout

Clarifying strategy

Overview

Narrowing the focus

Brand brief

Naming

Designing identity

Overview

Logotype + signature

Color

More color

Typography

Sound

Motion

Trial applications

Presentation

Creating touchpoints

Overview

Trademark process

Letterhead

Business card

Collateral

Website

Favicons

Signage

Product design

Packaging

Advertising

Environments

Vehicles

Uniforms

Ephemera

Managing assets

Overview

Changing brand identity

Launching brand identity

Building brand champions

Internal design teams

Brand books

Standards content

Standards + guidelines

Online branding tools

Reproduction files

Global metrics

Best Practices

showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions

ACLU

Amazon.com

Apotek

Assurant

Aveda Uruku

Beeline

BP

California Academy of Sciences

Cereality

Chambers Group

City Church Eastside

Coca-Cola

Eimer Stahl

FedEx

Feng

FORA.tv

GE

Good Housekeeping Seal

Heavy Bubble

Herman Miller

Hot Wheels

HP

IUNI Educacional

Kort & Godt

Laura Zindel

Library of Congress

MoMA

The New School

NIZUC

Obama

Olympic Games

Park Angels

PNC Virtual Wallet

Presbyterian Church

Preferred (RED)

Saks Fifth Avenue

sugarFISH

Superman

Tate

Thomas Jefferson's Poplar Forest

TiVo

Unilever

Vanguard ETFs

Velfina

Vueling

The Wild Center

Xohm

Bibliography

Index

About the author

Table of Contents provided by Publisher. All Rights Reserved.