Designing Brand Identity : a complete guide to creating, building and maintaining strong brands. / txt
Alina Wheeler.
- Second edition
- vii, 280 p. col. ill. ; 29 cm. book
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 --
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Brand name products Advertising--Brand name products. Trademarks--Design. Branding (Marketing)