TY  - BOOK
AU  - Wheeler,Alina
TI  - Designing brand identity: an essential guide or the entire branding team 
SN  - 9781118980828
AV  - HD69.B7 W44 2018
U1  - 658.8/27 22
PY  - 2018///
CY  - Hoboken, New Jersey
PB  - John Wiley & Sons
KW  - Brand name products
KW  - Local
KW  - Advertising
KW  - LEMB
KW  - Trademarks
KW  - Design
KW  - Branding (Marketing)
N1  - Include Index; Include bibliography; Designing Brand Identity: An Essential Guide for the Entire Branding Team -- Contents -- Foreword -- Part 1: Basics -- Brand -- Brand Identity -- Branding -- Brand Governance -- Brand Strategy -- Why Invest -- Stakeholders -- Culture -- Customer Experience -- Cross Cultures -- Brand Architecture -- Symbols -- Names -- Taglines -- Staying on Message -- Big Idea -- Brand Ideals -- Vision Brand Ideal -- Meaning Brand Ideal -- Authenticity Brand Ideal -- Coherence Brand Ideal -- Flexibility Brand Ideal -- Commitment Brand Ideal -- Value Brand Ideal -- Differentiation Brand Ideal -- Longevity Brand Ideal -- Brandmarks -- Wordmarks -- Letterform Marks -- Pictorial Marks -- Abstract Marks -- Emblems -- Dynamic Marks -- Characters -- Trends -- Making a Difference -- Big Data Analytics -- Social Media -- Smartphones -- Apps -- Private Labeling -- Brand Licensing -- Certification -- Crisis Communications -- Personal Branding -- China -- Before and After -- Brandmark Redesign -- Packaging Redesign -- Part 2: Process -- A Process for Success -- Managing the Process -- Brand Initiatives -- Measuring success -- Collaboration -- Decision Making -- Intellectual Property -- Design Management -- Conducting Research -- Insight Phase 1 -- Market Research Phase 1 -- Usability Testing Phase 1 -- Marketing Audit Phase 1 -- Competitive Audit Phase 1 -- Language Audit Phase 1 -- Audit Readout Phase 1 -- Clarifying Strategy -- Narrowing the Focus Phase 2 -- Positioning Phase 2 -- Brand Brief Phase 2 -- Naming Phase 2 -- Renaming Phase 2 -- Designing Identity -- Identity System Design Phase 3 -- Look and Feel Phase 3 -- Color Phase 3 -- More Color Phase 3 -- Typography Phase 3 -- Sound Phase 3 -- Trial Applications Phase 3 -- Presentation Phase 3 -- Creating Touchpoints -- Content Strategy Phase 4 -- Website Phase 4 -- Collateral Phase 4 -- Stationery Phase 4; Signage Phase 4 -- Product Design Phase 4 -- Packaging Phase 4 -- Advertising Phase 4 -- Placemaking Phase 4 -- Vehicles Phase 4 -- Uniforms Phase 4 -- Ephemera Phase 4 -- Managing Assets -- Changing Brand Assets Phase 5 -- Launching Phase 5 -- Building Brand Champions Phase 5 -- Brand Books Phase 5 -- Guidelines Phase 5 -- Guidelines Content Phase 5 -- Online Brand Centers Phase 5 -- Part 3: Best Practices -- ACHC -- ACLU -- Action Against Hunger -- Adanu -- Amazon.com -- Ansible -- Beeline -- Boston Consulting Group -- Boy Scouts of America -- Budweiser -- Cerner -- City of Melbourne -- Coca- Cola -- Cocktails Against Cancer -- Coors Light -- Cooper Hewitt, Smithsonian Design Museum -- Credit Suisse -- Deloitte -- Fern by Haworth -- Fred Hutch -- Global Handwashing Day -- IBM 100 Icons of Progress -- IBM Watson -- Jawwy from STC -- Laughing Cow -- LinkedIn China -- Mack Trucks -- Mastercard -- Mozilla -- Mural Arts Philadelphia -- NIZUC Resort & Spa -- NO MORE -- Ohio & Erie Canalway -- Peru -- Philadelphia Museum of Art -- Pitney Bowes -- PNC -- Quartz -- (RED) -- RideKC Streetcar -- Santos Brasil -- Shinola Detroit -- Smithsonian National Air and Space Museum -- SocialSecurity.gov -- Southwest Airlines -- Spectrum Health System -- Starbucks -- Sydney Opera House -- Unstuck -- Vueling -- Bibliography -- Index -- Infinite Gratitude -- End User License Agreement
N2  - Whether you're the project manager for your company's rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration. 3 sections: brand fundamentals, process basics, and case studies. Over 100 branding subjects, checklists, tools, and diagrams. 50 case studies that describe goals, process, strategy, solution, and results. Over 700 illustrations of brand touchpoints. More than 400 quotes from branding experts, CEOs, and design gurus. "Designing Brand Identity is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders--global and local. It's an essential reference for implementing an entire brand system." - Carlos Martinez Onaindia, Global Brand Studio Leader, Deloitte "Alina Wheeler explains better than anyone else what identity design is and how it functions. There's a reason this is the 5th edition of this classic." - Paula Scher, Partner, Pentagram "Designing Brand Identity is the book that first taught me how to build brands. For the past decade, it's been my blueprint for using design to impact people, culture, and business." - Alex Center, Design Director, The Coca-Cola Company "Alina Wheeler's book has helped so many people face the daunting challenge of defining their brand." - Andrew Ceccon, Executive Director, Marketing, FS Investments "If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible." - Olka Kazmierczak, Founder, Pop Up Grupa "The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted." - Jennifer Francis, Director of Marketing, Communications, and Visitor Experience, Louvre Abu Dhabi
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