Product detail

Designing Brand Identity 2nd Edition

Designing Brand Identity 2nd Edition

Author: Wheeler
$63.95 (AUD)  inc GST
Available Stock: 0
Description
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
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 Basics Part 2 presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?" Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions. 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 212 ACHC 214 ACLU 216 Adobe Community SwApp 218 Aether Apparel 220 Amazon.com 222 Beeline 224 Bela Uniao 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 276 NO MORE 278 Olympic Games 280 Peru 282 PNC 284 (RED) 286 Santos Brasil 288 Schoolhouse Electric & Supply Co. 290 Slice 292 SocialMedia.org 294 Spectrum Health System 296 SPIN! 298 Starbucks 300 SUGARFISH 302 Tunerfish 304 U by Kotex 306 Unstuck 308 Vueling 310 Willoughby Design Barn 312 Wonderopolis 314 Biliography 316 Index 326 About the author Case studies

Stock Information

General Fields

  • : 9781118099209
  • : John Wiley Sons Inc
  • : John Wiley Sons Inc
  • : November 2012
  • : 283mm X 223mm X 22mm
  • : December 2011
  • : books

Special Fields

  • : 336
  • : Wheeler
  • : illustrations
  • : Hardback
  • : 113