Designing Brand Identity

The 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