Designing Brand Identity

Designing Brand Identity by Allison Wheeler

A complete guide to creating, building and maintaining strong brands…

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.

What is a brand?

What is brand identity?

Why does it work?

When is it needed?

Who creates it?

Why invest in brand identity?

Brand identity ideals.

Overview.

Vision.

Meaning.

Authenticity.

Differentiation.

Sustainability.

Coherence.

Flexibility.

Commitment.

Value.

Brand identity fundamentals.

Brand strategy.

Positioning.

Customer experience.

Brand architecture.

Cross cultures.

Staying on message.

Names.

Taglines.

Brandmarks overview.

Redesign.

Wordmarks.

Letterform marks.

Pictorial marks.

Abstract marks.

Emblems.

Characters.

Look and feel.

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.

Managing the process.

Collaboration.

Managing decisions.

Insight.

Phase 1: Conducting research.

Understanding the business.

Market research.

Marketing audit.

Competitive audit.

Stakeholder audit.

Language audit.

Audit readout.

Phase 2: Clarifying strategy.

Clarifying brand strategy.

Narrowing the focus.

The big idea.

Brand brief + creative brief.

Naming.

Phase 3: Designing identity.

Designing symbols.

Logotype + signature.

Color.

More color.

Typography.

Sound.

Motion.

Trial applications.

Presentation.

Phase 4: Creating touchpoints.

Overview.

Trademark process.

Letterhead.

Business card.

Brochure.

Packaging.

Website.

Signage.

Advertising.

Environments.

Vehicles.

Uniforms.

New media.

Ephemera.

Phase 5: Managing assets.

Overview.

Changing brand identity.

Launching brand identity.

Measuring success.

Building brand champions.

Internal design teams.

Brand books.

Standards content.

Standards + guidelines.

Online branding tools.

Reproduction files.

Global metrics.

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.

ACLU.

American Girl Place.

Assurant.

Atlanta 1996 Centennial Olympic Games.

Aveda Japan.

Aveda Uruku.

Bahamas.

Bank of New York.

BP.

Center City District.

Cereality.

Chambers Group.

Chicago GSB.

Cingular Wireless.

Citi.

Columbus Salame.

Dosirak.

Dummies.

Eimer Stahl.

FedEx.

FedEx Kinko’s.

Find Great People.

The Franklin Institute.

Kort & Godt.

Late July.

Martha Stewart.

Mini Cooper.

Monogram Biosciences.

Mutual of Omaha.

The New School.

Olympic Games.

Parkinson’s Disease Foundation.

Presbyterian Church.

Princeton Athletics.

Radio Free Europe/Radio Liberty.

Superman.

Tate.

Tazo.

TiVo.

Unilever.

Vanguard.

Velfina.

The Wild Center.

Zoom.

Origins of brand identity.

Bibliography.

Index.

About the author.

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