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

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Overview

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.

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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.

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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
Amazon.com 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
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Customer Reviews

Average Rating 4
( 8 )
Rating Distribution

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(4)

4 Star

(3)

3 Star

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1 Star

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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.

    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.

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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.

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

    Posted December 14, 2009

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    Posted September 11, 2009

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  • Anonymous

    Posted January 30, 2011

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  • Anonymous

    Posted August 2, 2012

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