Designing Brand Identity: An Essential Guide for the Whole Branding Team / Edition 4

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A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand

From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands.

  • Features more than 30 all-new case studies showing best practices and world-class
  • Updated to include more than 35 percent new material
  • Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity
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Editorial Reviews

From the Publisher
"The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development." (, 3/5/13)
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Product Details

  • ISBN-13: 9781118099209
  • Publisher: Wiley
  • Publication date: 11/6/2012
  • Edition number: 4
  • Pages: 336
  • Sales rank: 61,065
  • Product dimensions: 8.80 (w) x 11.00 (h) x 0.90 (d)

Meet the Author

Alina Wheeler is a branding consultant and author. Herbusiness is managing perception, her service is strategicimagination, and her passion is branding. She uses an engagingprocess to achieve brand clarity, revitalize brands, andre-energize collaborators. Designing Brand Identity has beentranslated into Chinese, Korean, Polish, Portuguese, Russian, andVietnamese. Wheeler has also coauthored Brand Atlas: BrandingIntelligence Made Visible.

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Table of Contents

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


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


278 Olympic Games

280 Peru

282 PNC

284 (RED)

286 Santos Brasil

288 Schoolhouse Electric & Supply Co.

290 Slice


294 Spectrum Health System

296 SPIN!

298 Starbucks


302 Tunerfish

304 U by Kotex

306 Unstuck

308 Vueling

310 Willoughby Design Barn

312 Wonderopolis

314 Biliography

316 Index

326 About the author

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Customer Reviews

Average Rating 4
( 8 )
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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


    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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    Posted August 2, 2012

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