Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands / Edition 1

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Overview

From an interactive website to a business card, a brand must be recognizable, differentiated and help build customer loyalty. This indispensable resource presents brand identity fundamentals and a comprehensive dynamic process that help brands succeed. From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity program, the meticulous development process is presented through a highly visible step by step approach in five phases: research and analysis, brand and identity strategy, brand identity design, brand identity applications and managing brandassets.

From global corporate mergers through entrepreneurial ventures and nonprofit institutions, twenty-two case studies portray the brand identity process in action. They illustrate a range of challenges and methodologies and represent a select group of branding and multidisciplinary design firms.

The scope of material includes history of identity design up to the latest information about online brand identity standards, naming and trademarking, with practical project management resources about decision making, and creating brand briefs.

Alina Wheeler specializes in brand identity. She uses her strategic imagination to help build brands, create new identities, and design integrated brand identity programs for Fortune 100 companies, entrepreneurial ventures, cities and foundations. Wheeler works closely with founders, CEO?s and senior management to insure that their vision and their brand identity are communicated clearly to accelerate the success of their organizations. She has been the principal of several design firms as well as a consultant to some of America?s largest business consulting groups. She is a former national board member of AIGA and was named an AIGA Fellow in 1998.

Hallmark Features

  • Unlike most books that show identity programs, this book outlines a rigorous, complex and proven process from research and analysis through the design development of a new identity and online standards through launch and brand asset management.
  • Comprehensive, easy to understand guide that is organized by spreads bysubject for easy reference.
  • An indispensable reference for anyone with responsibility for brandidentity.
  • Meaningful and actionable information that will accelerate the success ofany brand identity project.
  • A toolkit for design firms and professionals, design students and designmanagers.
  • Presents the relationship between effective brand identity and creating,building and managing successful brands.
  • Presents case studies from Cingular, Amazon, Citibank, TAZO, Zoom, HarleyDavidson, FedEx and twenty others.
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Editorial Reviews

From the Publisher
"...anyone building or changing an identity should use this book for each stage. Smartly written, cleanly laid out, helpful examples...." (Brandchannel.com, June 2004)

"The book's easy style and comprehensive scope make it an appropriate choice for design students and professionals in need of a big-picture view of brand identity." (Design Issues, 4/1/2004)

"Written in a friendly and lucid style, it will be equally appealing to the account executive and the creative director." (uk.internet.com, 8 April 2003)

"Wheeler has created a voice, which is at the same time relaxed, authoritative, and informative. It's not a book necessarily read cover-to-cover: it's a very scanable book, organized by spreads. So it is easy to use- increasing its value as a reference book. And finally, the book is thoroughly visual- not just showing photographic examples of branding but employing charts and type layouts that use design to case the conveyance of information as well." (Communication Arts, May/June 2004)

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Product Details

  • ISBN-13: 9780471213260
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 1/17/2003
  • Edition description: First Edition
  • Edition number: 1
  • Pages: 248
  • Product dimensions: 8.46 (w) x 11.16 (h) x 0.93 (d)

Meet the Author

ALINA WHEELER applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities. Her firm, Rev Group, works closely with founders, CEOs, and senior management to insure that their vision is communicated clearly to accelerate their success. She is a former national board member of AIGA and was named an AIGA Fellow in 1998.
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Table of Contents

PART I: PERCEPTION.

Chapter 1. Brand Identity Ideals.

Chapter 2. Brand Identity Fundamentals.

PART II: PROCESS.

Phase 1. Research and Analysis.

Phase 2. Creating Strategy.

Phase 3. Designing Brand Identity.

Phase 4. Building Brand Identity.

Phase 5. Managing Assets.

PART III: PRACTICE.

Case Study 1. Evolution.

Case Study 2. Merger.

Case Study 3. Creating the New.

Appendices.

Bibliography.

Index.

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Customer Reviews

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Sort by: Showing all of 8 Customer Reviews
  • Anonymous

    Posted October 25, 2013

    Excellent and fairly in-depth look at branding, including much i

    Excellent and fairly in-depth look at branding, including much in the way of graphic design.
    Lavishly illustrated.
    A must for anyone starting their own company or firm.

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  • Posted February 22, 2010

    Good overview of Branding

    Well organized, well designed overview of brand identity in the Corporate world. An excellent introduction into what branding is, how it is created and used. Not a how-to book, but a good general book.

    0 out of 1 people found this review helpful.

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  • Anonymous

    Posted July 19, 2008

    INSIGHTFUL ANALYSIS OF BRAND BUILDING PROCESS

    This book lays out requirements and strategic tools needed to design successful...and enduring brand. Alina Wheeler begins with fundamentals. She then goes on to analyze the dynamic interconnection between all components of brand building process. She devoted lots of attention to brand touchpoints which makes sense, because in our oversaturated world we - consumers - pay attention to how we are treated by global mega-brands. This book certainly transcends the typical brand-design-book format. Although the last part of the book contains impressive portfolio, it only proves the point that visual representation of the brand is as much important as intangible and invisible attributes. This is without a doubt a very good book, with savvy text and superb format.

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  • Anonymous

    Posted April 4, 2003

    Jam-packed comprehensive overview of identity design

    Wow. Huge amount of info on every step along the way to designing a successful brand. An amazing book for designers, marketing, corporate communications folks and students too. Nuts and bolts info galore.

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    Posted December 14, 2009

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    Posted September 11, 2009

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    Posted January 30, 2011

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