Description
Book SynopsisThe bestselling guide to branding, updated with emerging trends and technologies Designing Brand Identity provides in-depth guidance for the entire branding team, with a universal five-stage process for brand development and implementation.
Table of ContentsThe book lab ii
Foreword x
Part 1 presents the fundamental concepts needed to jumpstart the branding process and creates a shared vocabulary for the entire team
Basics
Brand basics
Brand 2
Brand identity 4
Branding 6
Brand governance 8
Brand strategy 10
Why invest 12
Stakeholders 14
Culture 16
Customer experience 18
Cross cultures 20
Brand architecture 22
Symbols 24
Names 26
Taglines 28
Staying on message 30
Big idea 32
Brand ideals
Overview 34
Vision 36
Meaning 38
Authenticity 40
Coherence 42
Flexibility 44
Commitment 46
Value 48
Differentiation 50
Longevity 52
Brand elements
Brandmarks 54
Wordmarks 56
Letterform marks 58
Pictorial marks 60
Abstract marks 62
Emblems 64
Dynamic marks 66
Characters 68
Brand dynamics
Trends 70
Making a difference 72
Big data analytics 74
Social media 76
Smartphones 78
Apps 80
Private labeling 82
Brand licensing 84
Certification 86
Crisis communications 88
Personal branding 90
China 92
Before and after
Brandmark redesign 94
Packaging redesign 100
Part 2 presents a universal process regardless of the project’s scope and nature. This section answers the question “Why does it take so long?”
Process
Process basics
A process for success 104
Managing the process 106
Brand initiatives 108
Measuring success 110
Collaboration 112
Decision making 114
Intellectual property 116
Design management 118
Phase 1 Conducting research
Overview 120
Insight 122
Market research 124
Usability testing 126
Marketing audit 128
Competitive audit 130
Language audit 132
Audit readout 134
Phase 2 Clarifying strategy
Overview 136
Narrowing the focus 138
Positioning 140
Brand brief 142
Naming 144
Renaming 146
Phase 3 Designing identity
Overview 148
Identity system design 150
Look and feel 152
Color 154
More color 156
Typography 158
Sound 160
Trial applications 162
Presentation 164
Phase 4 Creating touchpoints
Overview 166
Content strategy 168
Website 170
Collateral 172
Stationery 174
Signage 176
Product design 178
Packaging 180
Advertising 182
Placemaking 184
Vehicles 186
Uniforms 188
Ephemera 190
Phase 5 Managing assets
Overview 192
Changing brand assets 194
Launching 196
Building brand champions 198
Brand books 200
Guidelines 202
Guidelines content 204
Online brand centers 206
Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions
Best Practices
Case studies
ACHC 210
ACLU 212
Action Against Hunger 214
Adanu 216
Amazon.com 218
Ansible 220
Beeline 222
Boston Consulting Group 224
Boy Scouts of America 226
Budweiser 228
Cerner 230
City of Melbourne 232
Coca-Cola 234
Cocktails Against Cancer 236
Coors Light 238
Cooper Hewitt 240
Credit Suisse 242
Deloitte 244
Fern by Haworth 246
Fred Hutch 248
Global Handwashing Day 250
IBM 100 Icons of Progress 252
IBM Watson 254
Jawwy from STC 256
Laughing Cow 258
LinkedIn China 260
Mack Trucks 262
Mastercard 264
Mozilla 266
Mural Arts Philadelphia 268
NIZUC 270
NO MORE 272
Ohio & Erie Canalway 274
Peru 276
Philadelphia Museum of Art 278
Pitney Bowes 280
PNC 282
Quartz 284
(RED) 286
RideKC Streetcar 288
Santos Brasil 290
Shinola Detroit 292
Smithsonian National Air and Space Museum 294
SocialSecurity.gov 296
Southwest Airlines 298
Spectrum Health System 300
Starbucks 302
Sydney Opera House 304
Unstuck 306
Vueling 308
Bibliography 310
Index: Brands 312
Index: People 316
Index: Firms 318
How to use this book 319
