Designing Brand Identity : a complete guide to creating, building and maintaining strong brands. / Alina Wheeler. txt
New Jersey : Canada : John Wiley & Sons, Inc. , 2006Edición: Second editionDescripción: vii, 280 p. col. ill. ; 29 cmTipo de contenido:- text
- unmediaded
- volume
- 0471746843
- 9780471746843
- 658.8/27 22
- HD69.B7 W44 2006
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | CARIBET Biblioteca Arquitectura Colección General CARIBET | General HD69.B7 W44 2006 (Navegar estantería(Abre debajo)) | 1 | Disponible | 91000000003376 |
Descripciones mejoradas de Syndetics:
This innovative approach -- blending practicality and creativity -- is now in full-color!
From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand Identity helps companies create stronger brands by offering real substance. With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, the book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand. This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper.
Alina Wheeler (Philadelphia, PA) applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities.
Includes bibliographical references (p. 270-271) and index.
Contents :
2 Identity --
4 What is a brand? --
6 What is brand identity? --
8 Why does it work? --
10 When is it needed? --
12 Who creates it ? --
14 Why invest in brand identity? --
Brand identity ideals :
16 Overview --
18 Vision --
20 Meaning --
22 Authenticity --
24 Differentiation --
26 Sustainability --
28 Coherence --
30 Flexibility --
32 Commitment --
34 Value --
Brand identity fundamentals :
36 Brand strategy --
38 Positioning --
40 Customer experience --
42 Brand architecture --
44 Cross cultures --
46 Staying on message --
48 Names --
50 Taglines --
52 Brandmarks overview --
54 Redesign --
56 Wordmarks --
58 Letterform marks --
60 Pictorial marks --
62 Abstract marks --
64 Emblems --
66 Characters --
68 Look and feel --
72 A process for success --
74 Managing the process --
76 Collaboration --
78 Managing decisions --
80 Insight --
Phase 1 Conducting research: 82 Understanding the business --
84 Market research --
86 Marketing audit --
88 Competitive audit --
90 Stakeholder audit --
92 Language audit --
94 Audit readout --
Phase 2 Clarifying strategy :
96 Clarifying brand strategy --
98 Narrowing the focus --
100 The big idea --
102 Brand brief + creative brief --
104 Naming --
Phase 3 Designing identify :
106 Designing symbols --
108 Logotype + signature --
110 Color --
112 More Color --
114 Typography --
116 Sound --
118 Motion --
120 Trial applications --
122 Presentation --
Phase 4 Creating touchpoints :
124 Overview --
126 Trademark process --
128 Letterhead --
130 Business card --
132 Brochure --
134 Packaging --
136 Website --
138 Signage --
140 Advertising --
142 Environments --
144 Vehicles --
146 Uniforms --
148 New media --
150 Ephemera --
Phase 5 Managing assets :
152 Overview --
154 Changing brand identity --
156 Launching brand identity --
158 Measuring success --
160 Building brand champions --
162 Internal design teams --
164 Brand books --
166 Standards content --
168 Standards + guidelines --
170 Online branding tools --
172 Reproduction files --
174 Global metrics --
Case studies :
178 Amazon.com --
180 ACLU --
182 American Girl Place --
184 Assurant --
186 Atlanta 1996 Centennial Olympic Games --
188 Aveda Japan --
190 Aveda Uruku --
192 Bahamas --
194 Bank of New York --
196 BP --
198 Center City District --
200 Cereality --
202 Chambers Group --
204 Chicago GSB --
206 Cingular Wireless --
208 Citi --
210 Columbus Salame --
212 Dosirak --
214 Dummies --
216 Eimer Stahl --
218 FedEx --
220 FedEx Kinko's --
222 Find great people --
224 The Franklin Institute --
226 Kort & Godt --
228 Late July --
230 Martha Stewart --
232 Mini Cooper --
234 Monogram Biosciences --
236 Mutual of Omaha --
238 The New School --
240 Olympic games --
242 Parkinson's Disease Foundation --
244 Prebyterian Church --
246 Princetoon Athletics --
248 Radio Free Europe / Radio Liberty --
250 Superman --
252 Tate --
254 Tazo --
256 TiVo --
258 Unilever --
260 Vanguard --
262 Velfina --
264 The Wild Center --
266 Zoom --
268 Origins of brand identity --
270 Bibliography --
272 Index --
280 About the author --
Tabla de contenidos provista por Syndetics
- Perception
- Identity(p. 2)
- What is a brand?(p. 4)
- What is brand identity?(p. 6)
- Why does it work?(p. 8)
- When is it needed?(p. 10)
- Who creates it?(p. 12)
- Why invest in brand iden(p. 14)
- Brand identity ideals
- Overview(p. 16)
- Vision(p. 18)
- Meaning(p. 20)
- Authenticity(p. 22)
- Differentiation(p. 24)
- Sustainability(p. 26)
- Coherence(p. 28)
- Flexibility(p. 30)
- Commitment(p. 32)
- Value(p. 34)
- Brand identity fundamental
- Brand strategy(p. 36)
- Positioning(p. 38)
- Customer experience(p. 40)
- Brand architecture(p. 42)
- Cross cultures(p. 44)
- Staying on message(p. 46)
- Names(p. 48)
- Taglines(p. 50)
- Brandmarks overview(p. 52)
- Redesign(p. 54)
- Wordmarks(p. 56)
- Letterform marks(p. 58)
- Pictorial marks(p. 60)
- Abstract marks(p. 62)
- Emblems(p. 64)
- Characters(p. 66)
- Look and feel(p. 68)
- Process
- A process for success(p. 72)
- Managing the process(p. 74)
- Collaboration(p. 76)
- Managing decisions(p. 78)
- Insight(p. 80)
- Phase 1 Conducting research
- Understanding the business(p. 82)
- Market research(p. 84)
- Marketing audit(p. 86)
- Competitive audit(p. 88)
- Stakeholder audit(p. 90)
- Language audit(p. 92)
- Audit readout(p. 94)
- Phase 2 Clarifying strategy
- Clarifying brand strategy(p. 96)
- Narrowing the focus(p. 98)
- The big idea(p. 100)
- Brand brief + creative brief(p. 102)
- Naming(p. 104)
- Phase 3 Designing identity
- Designing symbols(p. 106)
- Logotype + signature(p. 108)
- Color(p. 110)
- More color(p. 112)
- Typography(p. 114)
- Sound(p. 116)
- Motion(p. 118)
- Trial applications(p. 120)
- Presentation(p. 122)
- Phase 4 Creating touchpoints
- Overview(p. 124)
- Trademark process(p. 126)
- Letterhead(p. 128)
- Business card(p. 130)
- Brochure(p. 132)
- Packaging(p. 134)
- Website(p. 136)
- Signage(p. 138)
- Advertising(p. 140)
- Environments(p. 142)
- Vehicles(p. 144)
- Uniforms(p. 146)
- New media(p. 148)
- Ephemera(p. 150)
- Phase 5 Managing assets
- Overview(p. 152)
- Changing brand identity(p. 154)
- Launching brand identity(p. 156)
- Measuring success(p. 158)
- Building brand champions(p. 160)
- Internal design teams(p. 162)
- Brand books(p. 164)
- Standards content(p. 166)
- Standards + guidelines(p. 168)
- Online branding tools(p. 170)
- Reproduction files(p. 172)
- Global metrics(p. 174)
- Practice
- Case studies
- Amazon.com(p. 178)
- ACLU(p. 180)
- American Girl Place(p. 182)
- Assurant(p. 184)
- Atlanta 1996 Centennial Olympic Games(p. 186)
- Aveda Japan(p. 188)
- Aveda Uruku(p. 190)
- Bahamas(p. 192)
- Bank of New York(p. 194)
- BP(p. 196)
- Center City District(p. 198)
- Cereality(p. 200)
- Chambers Group(p. 202)
- Chicago GSB(p. 204)
- Cingular Wireless(p. 206)
- Citi(p. 208)
- Columbus Salame(p. 210)
- Dosirak(p. 212)
- Dummies(p. 214)
- Eimer Stahl(p. 216)
- FedEx(p. 218)
- FedEx Kinko's(p. 220)
- Find Great People(p. 222)
- The Franklin Institute(p. 224)
- Kort & Godt(p. 226)
- Late July(p. 228)
- Martha Stewart(p. 230)
- Mini Cooper(p. 232)
- Monogram Biosciences(p. 234)
- Mutual of Omaha(p. 236)
- The New School(p. 238)
- Olympic Games(p. 240)
- Parkinson's Disease Foundation(p. 242)
- Presbyterian Church(p. 244)
- Princeton Athletics(p. 246)
- Radio Free Europe/Radio Liberty(p. 248)
- Superman(p. 250)
- Tate(p. 252)
- Tazo(p. 254)
- TiVo(p. 256)
- Unilever(p. 258)
- Vanguard(p. 260)
- Velfina(p. 262)
- The Wild Center(p. 264)
- Zoom(p. 266)
- Origins of brand identity(p. 268)
- Bibliography(p. 270)
- Index(p. 272)
- About the author(p. 280)
Notas de autor provistas por Syndetics
Alina Wheeler applies a dynamic process to help enterprises express their brands. Her clients include entrepreneurial companies and foundations whose leaders embrace the future. Wheeler collaborates with strategists, designers, and managers, seizing every opportunity to build brands and provide compelling customer experiences.Wheeler speaks frequently to management and creative teams in companies, as well as to business and design students at universities. She introduces branding fundamentals, identifies brand trends, and connects their relationship to innovation and business.