Designing Brand Identity
An Essential Guide for the Whole Branding Team
3rd Edition
Published on 11. September 2009
Book
Hardback
320 pages
978-0-470-40142-2 (ISBN)
Description
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, Positioning
"Wheeler'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 Gap
"A valued reference book for all members of the branding team."
-Communication Arts
"An inspiring and powerful toolkit." -The Marketer
"Alina Wheeler provides a practical structure for the brand building process."
-Al Ries, coauthor, Positioning
"Wheeler'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 Gap
"A valued reference book for all members of the branding team."
-Communication Arts
Reviews / Votes
"Returning with a third edition is the branding bible that is widely regarded as the absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity, Designing Brand Identity. Very thorough and to the point, Wheeler's guide takes one through the process of developing, implementing, disseminating, and maintaining a brand identity for a company, organization, or group and give them an edge in the marketplace." (San Francisco Book Review, January 25, 2010) "We will be reading the book together as a company, and you should stoop and buy one now." (matchstic.com, August 25, 2009)More details
Edition
3., Auflage
Language
English
Place of publication
Chichester
United Kingdom
Publishing group
John Wiley and Sons Ltd
Target group
Professional and scholarly
Edition type
Revised edition
Illustrations
Illustrations (chiefly col.)
Dimensions
Height: 28 cm
Width: 22.4 cm
Thickness: 22 mm
Weight
1263 gr
ISBN-13
978-0-470-40142-2 (9780470401422)
Schweitzer Classification
Other editions
New editions
Book
10/2017
5th Edition
Wiley
€52.50
Article exhausted; check for reprint
Book
12/2012
4th Edition
Wiley
€47.90
Article exhausted; check for reprint
Previous edition
Alina Wheeler
Designing Brand Identity
A Complete Guide to Creating, Building, and Maintaining Strong Brands
Book
02/2006
2nd Edition
Wiley
€37.90
Article exhausted; check for reprint
Person
Alina Wheeler engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences. Wheeler is passionate about her subject, and speaks to groups large and small around the world, from Beijing to Bucharest.
Content
Part 1: Basics.
Presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.
Brand Basics.
Brand.
Brand Identity.
Branding.
Why Invest.
Brand Strategy.
Brand Strategy Overview.
Positioning.
Big Idea.
Customer Experience.
Names.
Brand Architecture.
Taglines.
Staying on Message.
Cross Culture.
Brand Identity Ideals.
Overview.
Vision.
Meaning.
Authenticity.
Differentiation.
Durability.
Coherence.
Flexibility.
Commitment.
Value.
Brand Identity Elements.
Brandmarks Overview.
Sequence of Cognition.
Watermarks.
Letterform Marks.
Pictorial Marks.
Abstract Marks.
Emblems.
Characters.
Look and Feel.
Part 2: Process.
Presents a universal brand identity process regardless of the project's scope and nature. This section answers the questions "Why does it take so long"?
A Process for Success.
Managing the Process.
Insight.
Decision Making.
Collaboration.
Internal Design Teams.
Phase 1 Conducting Research.
Understanding the Business.
Market Research.
Usability.
Marketing Audit.
Competitive Audit.
Stakeholder Audit.
Language Audit.
Audit Readout.
Phase 2 Clarifying Strategy.
Clarifying Brand Strategy.
Narrowing the Focus.
The Big Idea.
Brand Brief.
Naming.
Phase 3 Designing Identity.
Designing Symbols.
Logotype + Signature.
Designing Systems.
Color.
More Color.
Typography.
Sound.
Motion.
Trial Applications.
Presentation.
Phase 4 Creating Touchpoints.
Overview.
Trademark Process.
Favicons.
Letterhead.
Business Card.
Collateral.
Product Design.
Packaging.
Website.
Signage.
Advertising.
Environments.
Certification.
Vehicles.
Uniforms.
Ephemera.
Social Networks.
Sustainability: People, Profit, Planet.
Licensing.
Private Labels.
Phase 5 Managing Assets.
Overview.
Measuring Success.
Changing Brand Identity.
Brand Books.
Standard Content.
Standards + Guidelines.
Online Branding Tools.
Reproduction Guidelines.
Global Metrics.
Part 3: Best Practices.
Showcases best practices. Local and global, public and private, these project inspire and exemplify original, flexible, lasting solutions.
ACLU.
Amazon.com.
Apotek.
Assurant.
Aveda Uruku.
Beeline.
BP.
California Academy of Sciences.
Cereality.
Chambers Group.
City Church.
Coca-Cola.
Dell Studio Hybrid.
Elmer Stahl.
FedEx.
Feng.
FOR A.tv.
GE.
Good Housekeeping Seal.
Heavy Bubble.
Herman Miller.
Hewlitt Packard.
Hot Wheels.
Kort & Godt.
Laura Zindel.
Library of Congress.
London.
MoMA.
The New School.
NIZUC.
Obama campaign.
Olympic Games.
PNC Virtual Wallet.
Presbyterian Church.
(RED).
Saks Fifth Avenue.
Ser educacional.
sugarFISH.
Superman.
Tate.
Thomas Jefferson's Poplar Forest.
TiVo.
Unilever.
Vanguard ETF.
Velfina.
Vueling.
Whole Foods.
The Wild Center.
Xohm.
Appendix.
Before and After.
Identity Redesign.
New Names.
Bibliography.
Presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.
Brand Basics.
Brand.
Brand Identity.
Branding.
Why Invest.
Brand Strategy.
Brand Strategy Overview.
Positioning.
Big Idea.
Customer Experience.
Names.
Brand Architecture.
Taglines.
Staying on Message.
Cross Culture.
Brand Identity Ideals.
Overview.
Vision.
Meaning.
Authenticity.
Differentiation.
Durability.
Coherence.
Flexibility.
Commitment.
Value.
Brand Identity Elements.
Brandmarks Overview.
Sequence of Cognition.
Watermarks.
Letterform Marks.
Pictorial Marks.
Abstract Marks.
Emblems.
Characters.
Look and Feel.
Part 2: Process.
Presents a universal brand identity process regardless of the project's scope and nature. This section answers the questions "Why does it take so long"?
A Process for Success.
Managing the Process.
Insight.
Decision Making.
Collaboration.
Internal Design Teams.
Phase 1 Conducting Research.
Understanding the Business.
Market Research.
Usability.
Marketing Audit.
Competitive Audit.
Stakeholder Audit.
Language Audit.
Audit Readout.
Phase 2 Clarifying Strategy.
Clarifying Brand Strategy.
Narrowing the Focus.
The Big Idea.
Brand Brief.
Naming.
Phase 3 Designing Identity.
Designing Symbols.
Logotype + Signature.
Designing Systems.
Color.
More Color.
Typography.
Sound.
Motion.
Trial Applications.
Presentation.
Phase 4 Creating Touchpoints.
Overview.
Trademark Process.
Favicons.
Letterhead.
Business Card.
Collateral.
Product Design.
Packaging.
Website.
Signage.
Advertising.
Environments.
Certification.
Vehicles.
Uniforms.
Ephemera.
Social Networks.
Sustainability: People, Profit, Planet.
Licensing.
Private Labels.
Phase 5 Managing Assets.
Overview.
Measuring Success.
Changing Brand Identity.
Brand Books.
Standard Content.
Standards + Guidelines.
Online Branding Tools.
Reproduction Guidelines.
Global Metrics.
Part 3: Best Practices.
Showcases best practices. Local and global, public and private, these project inspire and exemplify original, flexible, lasting solutions.
ACLU.
Amazon.com.
Apotek.
Assurant.
Aveda Uruku.
Beeline.
BP.
California Academy of Sciences.
Cereality.
Chambers Group.
City Church.
Coca-Cola.
Dell Studio Hybrid.
Elmer Stahl.
FedEx.
Feng.
FOR A.tv.
GE.
Good Housekeeping Seal.
Heavy Bubble.
Herman Miller.
Hewlitt Packard.
Hot Wheels.
Kort & Godt.
Laura Zindel.
Library of Congress.
London.
MoMA.
The New School.
NIZUC.
Obama campaign.
Olympic Games.
PNC Virtual Wallet.
Presbyterian Church.
(RED).
Saks Fifth Avenue.
Ser educacional.
sugarFISH.
Superman.
Tate.
Thomas Jefferson's Poplar Forest.
TiVo.
Unilever.
Vanguard ETF.
Velfina.
Vueling.
Whole Foods.
The Wild Center.
Xohm.
Appendix.
Before and After.
Identity Redesign.
New Names.
Bibliography.