Designing Brand Identity

The book lab ii Foreword x Part 1 presents the fundamental concepts needed to jumpstart the branding process and creates a shared vocabulary for the entire team Basics Brand basics Brand 2 Brand identity 4 Branding 6 Brand governance 8 Brand strategy 10 Why invest 12 Stakeholders 14 Culture 16 Customer experience 18 Cross cultures 20 Brand architecture 22 Symbols 24 Names 26 Taglines 28 Staying on message 30 Big idea 32 Brand ideals Overview 34 Vision 36 Meaning 38 Authenticity 40 Coherence 42 Flexibility 44 Commitment 46 Value 48 Differentiation 50 Longevity 52 Brand elements Brandmarks 54 Wordmarks 56 Letterform marks 58 Pictorial marks 60 Abstract marks 62 Emblems 64 Dynamic marks 66 Characters 68 Brand dynamics Trends 70 Making a difference 72 Big data analytics 74 Social media 76 Smartphones 78 Apps 80 Private labeling 82 Brand licensing 84 Certification 86 Crisis communications 88 Personal branding 90 China 92 Before and after Brandmark redesign 94 Packaging redesign 100 Part 2 presents a universal process regardless of the project's scope and nature. This section answers the question "Why does it take so long?" Process Process basics A process for success 104 Managing the process 106 Brand initiatives 108 Measuring success 110 Collaboration 112 Decision making 114 Intellectual property 116 Design management 118 Phase 1 Conducting research Overview 120 Insight 122 Market research 124 Usability testing 126 Marketing audit 128 Competitive audit 130 Language audit 132 Audit readout 134 Phase 2 Clarifying strategy Overview 136 Narrowing the focus 138 Positioning 140 Brand brief 142 Naming 144 Renaming 146 Phase 3 Designing identity Overview 148 Identity system design 150 Look and feel 152 Color 154 More color 156 Typography 158 Sound 160 Trial applications 162 Presentation 164 Phase 4 Creating touchpoints Overview 166 Content strategy 168 Website 170 Collateral 172 Stationery 174 Signage 176 Product design 178 Packaging 180 Advertising 182 Placemaking 184 Vehicles

Alina Wheeler, Philadelphia, PA
Branding consultant whose clients have included Vanguard, Berwind, Advanta, Guardian, and IBM; Author of Brand Atlas: Branding Intelligence Made Visible, along with the past best-selling editions of Designing Brand Identity; Member of the advisory council for The Dictionary of Brand along with Seth Godin, Al Ries, Tom Kelley, and Hugh Dubberly; Frequent speaker to executives, practitioners and students around the world.