Creating a Brand Identity: A Guide for Designers

by Catharine Slade-Brooking

Overview

Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this multifaceted process.

Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients, rebranding and launching the new identity.

Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries – digital media, fashion, advertising, product design, packaging, retail and more.

Product Details

ISBN-13:	9781780679808
Publisher:	Quercus Publishing
Publication date:	01/18/2016
Sold by:	Hachette Digital, Inc.
Format:	eBook
Pages:	160
File size:	34 MB
Note:	This product may take a few minutes to download.

About the Author

Catharine Slade-Brooking is a Senior Lecturer on BA Graphic Communication at the University for the Creative Arts and has worked on design and branding projects for companies including Lloyds Bank, ICI, Sunday Times, Random House, The World Wide Fund for Nature and Zenica.

Table of Contents

Introduction 6

Chapter 1 Branding Basics 8

Consumer culture-"why do we buy? 10

What is a brand? 12

Why do we brand? 14

Hew does branding work? 14

The history of branding 16

How are things changing? 18

The future for brands 19

Maintaining beloved brand status 20

Case Study: Uniqlo 21

Chapter 2 Brand Anatomy 22

Logos 24

Case study: Eurostar 26

Straplines/taglines 28

Appealing to the senses 30

Brand architecture 31

Brand families 32

Internal and external branding 34

Branding terminology 35

Chapter 3 Brand Strategy 40

Standing out from the crowd 42

Unique selling point (USP) 43

Semiotics 44

Exercise: Brand analysis 44

Case study: Apple Mac 45

Semiotic toolbox 46

Case study: Milka chocolate 51

Naming brands 52

Exercise: Creating a mood board 54

The use of emotion 54

Brand personality 56

Target marketing and brand positioning 56

Brand revolutions 59

Cultural branding 60

Rebranding 62

Case study: Lucozade 64

Trend forecasting and analysis 65

Brand failures 66

Brand ethics 68

Chapter 4 The Design Process 72

Why use a design process? 74

How does the design process work? 76

The stages of the design process 78

The design team 83

The creative process 84

The design process in the academic environment 86

Exercise: Student exercises 87

Chapter 5 Research 88

Why do we need to research? 90

Research methods 90

Researching the audience 93

The use of social media in research 98

Case study: Proctor and Gamble 100

Visual research hoards 101

Exercise: Designing a consumer-profile board 102

Other forms of research 104

Chapter 6 Analysis 108

Market sector analysis 110

Product category analysis 113

Competitor brand analysis 114

Exercise: Conducting a simple competitor brand analysis 117

Analyzing the brand environment 118

Case study: F'azer café 119

Future forecasting 120

Analysis of dale and interpreting opportunities 120

Exercise: Designing visual analysis boards 121

Brand creation strategies 124

Research and analysis in an educational setting 125

Chapter 7 Concept Development 126

Inspiration 123

The bio idea 132

Visualizing and analyzing inspiration 133

Initial concept ideas 134

Organizing your source material 139

Chapter 8 Delivering the Final Design 140

Choosing the best concept 142

Exercise: How to develop an assessment strategy 143

Final refinements 144

Presentation materials 145

Designing effective communication boards 146

Digital versus print presentations 147

The client presentation 149

Testing the final brand identity 151

Design development 152

Launching the brand identity 154

Beyond delivery 155

Glossary 156

Recommended Reading 157

Index 158

Picture Credits 160