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Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for understanding brands and branding today.
*Winner of the 2023 American Graphic Design Award for Book Design from Graphic Design USA*
Richly illustrated and easy to navigate, this comprehensive reference pairs clear one-page explanations of each principle with visual examples of it applied in practice on the facing page. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions.
Featured principles are as diverse as:
Each principle is presented in a two-page format. The left-hand page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Sidenotes appear to the right of the text, and provide elaborations and references. The right-hand page contains visual examples and related graphics to support a deeper understanding of the principle.
The titles in the Rockport Universal series offer comprehensive and authoritative information and edifying and inspiring visual examples on multidisciplinary subjects for designers, architects, engineers, students, and anyone who is interested in expanding and enriching their design knowledge.
Mark Kingsley is a creative director and strategist with a wide range of experience and recognition. Mark speaks and writes on design and branding and is a faculty member in the School of Visual Arts Masters in Branding program. He currently holds the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. In 2016 he was profiled in Print Magazine as one of “56 Inspiring Designers Shaping Our World Today.”
As Executive Strategy Director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. At Landor, Mark was the global creative lead on the Citi account—overseeing everything from design, intranet development, workshops, and global brand audits. Additionally, he was part of Ogilvy’s Brand Innovation Group (BIG), created Hewlett-Packard advertising for Publicis & Hal Riney, and designed fragrance packaging at Cosmair.
For over 17 years, his studio Greenberg Kingsley specialized in music and arts, including several years of branding and advertising for Central Park SummerStage; work for the Guggenheim Museum store; and music packaging for John Coltrane, Pat Metheny, Quincy Jones, 10,000 Maniacs, Ginger Baker, Cassandra Wilson, Jewel, and Yes. In 2001, his design for a Blue Note Records box set received a Grammy nomination.
His current studio, Malcontent, serves global advertising firms, fin-tech startups, arts organizations, living legends, and Pulitzer Prize winners. He previously wrote a regular column for Rockport’s “Rock Paper Scissors.”
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