Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands / Edition 2

Hardcover (Print)
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 95%)
Other sellers (Hardcover)
  • All (21) from $1.99   
  • New (2) from $50.00   
  • Used (19) from $2.10   
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any coupons and promotions
Seller since 2015

Feedback rating:



New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Seller since 2008

Feedback rating:


Condition: New

Ships from: Chicago, IL

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Sort by


This innovative approach -- blending practicality and creativity -- is now in full-color!

From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand Identity helps companies create stronger brands by offering real substance. With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, the book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand. This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper.

Alina Wheeler (Philadelphia, PA) 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.

Read More Show Less

Product Details

  • ISBN-13: 9780471746843
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 3/10/2006
  • Edition description: Revised Edition
  • Edition number: 2
  • Pages: 288
  • Product dimensions: 8.60 (w) x 11.00 (h) x 0.80 (d)

Meet the Author

Alina Wheeler applies a dynamic process to help enterprises express their brands. Her clients include entrepreneurial companies and foundations whose leaders embrace the future. Wheeler collaborates with strategists, designers, and managers, seizing every opportunity to build brands and provide compelling customer experiences.

Wheeler speaks frequently to management and creative teams in companies, as well as to business and design students at universities. She introduces branding fundamentals, identifies brand trends, and connects their relationship to innovation and business.

Read More Show Less

Table of Contents

A process for success 72
Managing the process 74
Collaboration 76
Managing decisions 78
Insight 80
Phase 1 Conducting research
Understanding the business 82
Market research 84
Marketing audit 86
Competitive audit 88
Stakeholder audit 90
Language audit 92
Audit readout 94
Phase 2 Clarifying strategy
Clarifying brand strategy 96
Narrowing the focus 98
The big idea 100
Brand brief + creative brief 102
Naming 104
Phase 3 Designing identity
Designing symbols 106
Logotype + signature 108
Color 110
More color 112
Typography 114
Sound 116
Motion 118
Trial applications 120
Presentation 122
Phase 4 Creating touchpoints
Overview 124
Trademark process 126
Letterhead 128
Business card 130
Brochure 132
Packaging 134
Website 136
Signage 138
Advertising 140
Environments 142
Vehicles 144
Uniforms 146
New media 148
Ephemera 150
Phase 5 Managing assets
Overview 152
Changing brand identity 154
Launching brand identity 156
Measuring success 158
Building brand champions 160
Internal design teams 162
Brand books 164
Standards content 166
Standards + guidelines 168
Online branding tools 170
Reproduction files 172
Global metrics 174
Case studies 178
ACLU 180
American Girl Place 182
Assurant 184
Atlanta 1996 Centennial Olympic Games 186
Aveda Japan 188
Aveda Uruku 190
Bahamas 192
Bank of New York 194
BP 196
Center City District 198
Cereality 200
Chambers Group 202
Chicago GSB 204
Cingular Wireless 206
Citi 208
Columbus Salame 210
Dosirak 212
Dummies 214
Eimer Stahl 216
FedEx 218
FedEx Kinko's 220
Find Great People 222
The Franklin Institute 224
Kort & Godt 226
Late July 228
Martha Stewart 230
Mini Cooper 232
Monogram Biosciences 234
Mutual of Omaha 236
The New School 238
Olympic Games 240
Parkinson's Disease Foundation 242
Presbyterian Church 244
Princeton Athletics 246
Radio Free Europe/Radio Liberty 248
Superman 250
Tate 252
Tazo 254
TiVO 256
Unilever 258
Vanguard 260
Velfina 262
The Wild Center 264
Zoom 266
Read More Show Less

Customer Reviews

Average Rating 4
( 8 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
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.

    Was this review helpful? Yes  No   Report this review
  • 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.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted July 19, 2008


    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.

    Was this review helpful? Yes  No   Report this review
  • 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.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted December 14, 2009

    No text was provided for this review.

  • Anonymous

    Posted September 11, 2009

    No text was provided for this review.

  • Anonymous

    Posted January 30, 2011

    No text was provided for this review.

  • Anonymous

    Posted August 2, 2012

    No text was provided for this review.

Sort by: Showing all of 8 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)