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Designing brand identity : an essential guide for the entire branding team / Alina Wheeler.
Material type:
TextPublication details: Hoboken, N.J : Wiley, 2009.Edition: 3rd edDescription: 310 S : Ill ; 29 cmISBN: - 9780470401422 (hbk.)
- 0470401427 (hbk.)
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Standard Loan | Thurles Library Main Collection | 658.827 WHE (Browse shelf(Opens below)) | 1 | Available | R19370YKRC | ||
| Standard Loan | Thurles Library Main Collection | 658.827 WHE (Browse shelf(Opens below)) | 1 | Available | R19369FKRC | ||
| Standard Loan | Thurles Library Main Collection | 658.827 WHE (Browse shelf(Opens below)) | 1 | Available | R19317AKRC |
Enhanced descriptions from Syndetics:
From researching the competition to translating the vision of the CEO, to designing and implementing an integrated brand identity programme, the meticulous development process of designing a brand identity is presented through a highly visible step-by-step approach in five phases.
Includes bibliographical references and index.
Table of contents provided by Syndetics
- Part 1 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)
- Part 2 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)
- Phase 1 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)
- Phase 2 Clarifying strategy
- Overview (p. 116)
- Narrowing the focus (p. 118)
- Brand brief (p. 120)
- Naming (p. 122)
- Phase 3 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)
- Phase 4 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)
- Phase 5 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
- Part 3 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)