Designing Brand Identity: An Essential Guide for the Whole Branding Team
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Who are you?Who needs to know?Why should they care?How will they find out?In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding.Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process. Enriched by new case studies showcasing successful world-class brands from Herman Miller and General Electric to the Obama '08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks.Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits.Praise for previous editions of Designing Brand Identity:An inspiring and powerful toolkit.The Marketer Alina Wheeler provides a practical structure for the brand building process.Al Ries, coauthor, PositioningWheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies.Marty Neumeier, author, The Brand GapA valued reference book for all members of the branding team.Communication Arts
Part 1 presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.Brand basicsWhat is brand? 2What is brand identity? 4What is branding? 6Who are stakeholders? 8Why invest? 10Brand strategy 12Positioning 14Big idea 16Customer experience 18Names 20Brand architecture 22Taglines 24Staying on message 26Cross Cultures 28Brand identity idealsOverview 30Vision 32Meaning 34Authenticity 36Differentiation 38Durability 40Coherence 42Flexibility 44Commitment 46Value 48Brand identity elementsBrand marks 50Sequence of cognition 52Word marks 54Letter form marks 56Pictorial marks 58Abstract marks 60Emblems 62Characters 64Look and feel 66Brand forcesBrand Dynamics 68Sustainability 70Social media 72Brand licensing 74Private labeling 76Certification 78Personal branding 80Before and afterMerger 82New name 83Redesign 84Packaging 86Part 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 90Managing the process 92Measuring success 94Collaboration 96Decision making 98Insight 100Phase 1 Conducting researchOverview 102Market research 104Usability 106Marketing audit 108Competitive audit 110Language audit 112Audit readout 114Phase 2 Clarifying strategyOverview 116Narrowing the focus 118Brand brief 120Naming 122Phase 3 Desinging identityOverview 124Logotype + signature 126Color 128More color130Typography 132Sound 134Motion 136Trial applications 138Presentation 140Phase 4 Creating touch pointsOverview 142Trademark process 144Letterhead 146Business card 148Collateral 150Website 152Favicons 154Signage 156Product design 158Packaing 160Advertising 162Environments 164Vehicles 166Uniforms 168Ephemera 170Phase 5 Managing assetsManaging assetsOverview 172Changing brand identity 174Launching brand identity 176Building brand champions 178Internal design teams 180Brand books 182Standards content 184Standards + guidelines 186Online branding tools 188Reproduction files 190Global metrics 192Best PracticesPart 3 showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution.ACLU 196Amazon.com 198Apotek 200Assurant 202Aveda Uruku 204Beeline 206BP 208California Academy of Sciences 210Cereality 212Chambers Group 214City Church Eastside 216Coca-Cola 218Eimer Stahl 220FedEx 222Feng 224FORA.tv 226GE 228Good Housekeeping Seal 230Heavy Bubble 232Herman Miller 234Hot Wheels 236HP 238IUNI Educational 240Kort & Godt 242Laura Zindel 244Library of Congress 246MoMA 248The New School 250NIZUC 252Obama 254Olympic Games 256Park Angels 258PNC Virtual Wallet 260Presbyterian Church 262Preferred 264(RED) 266Saks Fifth Avenue 268SugarFISH 270Superman 272Tate 274Thomas Jefferson's Poplar Forest 276TiVo 278Unilever 280Vanguard ETFs 282Velfina 284Vueling 286The Wild Center 288Xohm 290Bibliography 292Index 294About the author 310
