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Designing Brand Identity Alina Wheeler

Designing Brand Identity By Alina Wheeler

Designing Brand Identity by Alina Wheeler

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$4,84
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Summary

Helps companies create stronger brands by offering real substance. This book offers step-by-step considerations, and a five-phase process for creating and implementing effective brand identity. It contains the tools needed, whether a brand manager, marketer, or designer, when creating or managing a brand. It includes various full-color examples.

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Designing Brand Identity Summary

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler

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, this 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.

Designing Brand Identity Reviews

...the new edition of this well-regarded book is a joy...an inspiring and powerful toolkit (The Marketer, May 2006)

About Alina Wheeler

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.

Table of Contents

Perception. Part 1: Illuminates the difference between brand and brand identity, and what it takes to be the best. It's easy to bypass the fundamentals in the speed of a new project, and critical to establish a shared vocabulary for the entire branding team. Identity. What is a brand? What is brand identity? Why does it work? When is it needed? Who creates it? Why invest in brand identity? Brand identity ideals. Overview. Vision. Meaning. Authenticity. Differentiation. Sustainability. Coherence. Flexibility. Commitment. Value. Brand identity fundamentals. Brand strategy. Positioning. Customer experience. Brand architecture. Cross cultures. Staying on message. Names. Taglines. Brandmarks overview. Redesign. Wordmarks. Letterform marks. Pictorial marks. Abstract marks. Emblems. Characters. Look and feel. Process. Part 2: Presents a universal identity process that underlies all successful brand identity initiatives, regardless of the project's scope and nature. This section answers the question Why does it take so long? and addresses collaboration and decision making. A process for success. Managing the process. Collaboration. Managing decisions. Insight. Phase 1: Conducting research. Understanding the business. Market research. Marketing audit. Competitive audit. Stakeholder audit. Language audit. Audit readout. Phase 2: Clarifying strategy. Clarifying brand strategy. Narrowing the focus. The big idea. Brand brief + creative brief. Naming. Phase 3: Designing identity. Designing symbols. Logotype + signature. Color. More color. Typography. Sound. Motion. Trial applications. Presentation. Phase 4: Creating touchpoints. Overview. Trademark process. Letterhead. Business card. Brochure. Packaging. Website. Signage. Advertising. Environments. Vehicles. Uniforms. New media. Ephemera. Phase 5: Managing assets. Overview. Changing brand identity. Launching brand identity. Measuring success. Building brand champions. Internal design teams. Brand books. Standards content. Standards + guidelines. Online branding tools. Reproduction files. Global metrics. Practice. Part 3: Showcases best practices. Local and global, public and private, these highly successful projects, created by branding firms, design consultancies and in-house creative teams, inspire and exemplify original, flexible, lasting solutions. Case studies. Amazon.com. ACLU. American Girl Place. Assurant. Atlanta 1996 Centennial Olympic Games. Aveda Japan. Aveda Uruku. Bahamas. Bank of New York. BP. Center City District. Cereality. Chambers Group. Chicago GSB. Cingular Wireless. Citi. Columbus Salame. Dosirak. Dummies. Eimer Stahl. FedEx. FedEx Kinko's. Find Great People. The Franklin Institute. Kort & Godt. Late July. Martha Stewart. Mini Cooper. Monogram Biosciences. Mutual of Omaha. The New School. Olympic Games. Parkinson's Disease Foundation. Presbyterian Church. Princeton Athletics. Radio Free Europe/Radio Liberty. Superman. Tate. Tazo. TiVo. Unilever. Vanguard. Velfina. The Wild Center. Zoom. Origins of brand identity. Bibliography. Index. About the author.

Additional information

CIN0471746843VG
9780471746843
0471746843
Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler
Alina Wheeler
Used - Very Good
Hardback
John Wiley and Sons Ltd
20060201
288
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Designing Brand Identity