Designing Brand Identity

Brand basics 2 What is brand? 4 What is brand identity? 6 What is branding? 8 Who are stakeholders? 10 Why invest? 12 Brand strategy 14 Cross cultures 16 Big idea 18 Customer experience 20 Brand architecture 22 Names 24 Taglines 26 Staying on message Brand ideals 28 Overview 30 Vision 32 Meaning 34 Authenticity 36 Coherence 38 Flexibility 40 Commitment 42 Value 44 Differentiation 46 Sustainability Brand elements 48 Brandmarks 50 Sequence of cognition 52 Wordmarks 54 Letterform marks 56 Pictorial marks 58 Abstract marks 60 Emblems 62 Dynamic marks 64 Characters Brand dynamics 66 Overview 68 Making a difference 70 Social media 72 Mobile 74 Apps 76 Touch 78 Video 80 China 82 Private labeling 84 Brand licensing 86 Certification 88 Crisis communications 90 Personal branding Before and after 92 Overview 94 Redesign 98 Packaging Process basics 102 A process for success 104 Managing the process 106 Measuring success 108 Collaboration 110 Decision making 112 Intellectual property 114 Design management Phase 1 Conducting research 116 Overview 118 Insight 120 Market research 122 Usability testing 124 Marketing audit 126 Competitive audit 128 Language audit 130 Audit readout Phase 2 Clarifying strategy 132 Overview 134 Narrowing the focus 136 Positioning 138 Brand brief 140 Naming 142 Renaming Phase 3 Designing identity 144 Overview 146 Logotype + signature 148 Look and feel 150 Color 152 More color 154 Typography 156 Sound 158 Animation 160 Trial applications 162 Presentation Phase 4 Creating touchpoints 164 Overview 166 Website 168 Favicons 170 Correspondence 172 Business card 174 Collateral 176 Signage 178 Product design 180 Packaging 182 Advertising 184 Environments 186 Vehicles 188 Uniforms 190 Ephemera Phase 5 Managing assets 192 Overview 194 Changing brand identity 196 Launching brand identity 198 Building brand champions 200 Brand books 202 Standards + guidelines 204 Standards content 206 Online branding tools 208 Reproduction files Case studies 212 ACHC 214 ACLU 216 Adobe Community SwApp 218 Aether Apparel 220 Amazon.com 222 Beeline 224 Bela União 226 Beltline Bike Shop 228 California Academy of Sciences 230 Carnegie Fabrics 232 Chatype 234 Coca-Cola 236 Deloitte 238 Everwines 240 GE Brand Central 242 GE Sponsorship Central 244 Global Handwashing Day 246 Good Housekeeping Seal 248 Healthy Child Healthy World 250 Herman Miller 252 High Line 254 IBM 100 Icons of Progress 256 IBM Watson 258 Ieper 260 Inkling 262 Johnson Controls 264 Kleenex 266 L'Arte del Gelato 268 Laura Zindel 270 Minnesota Historical Society 272 MoMA 274 Nizuc 276 NO MORE 278 Olympic Games 280 Peru 282 PNC 284 (RED) 286 Santos Brasil 288 Schoolhouse Electric & Supply Co. 290 Slice 292 SocialMedia.org 294 Spectrum Health System 296 SPIN! 298 Starbucks 300 SUGARFISH 302 Tunerfish 304 U by Kotex 306 Unstuck 308 Vueling 310 Willoughby Design Barn 312 Wonderopolis 314 Biliography 316 Index 326 About the author