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TitleDesigning Brand Identity
Author
TagsBranding Brand
LanguageEnglish
File Size20.8 MB
Total Pages321
Table of Contents
                            Designing Brand Identity: An Essential Guide for the Whole Branding Team, Third Edition
	Hello
	Contents
	Part 1: Basics
		Chapter 1: Brand basics
			What is brand?
			What is brand identity?
			What is branding?
			Who are stakeholders?
			Why invest?
			Brand strategy
			Positioning
			Big idea
			Customer experience
			Names
			Brand architecture
			Taglines
			Staying on message
			Cross cultures
		Chapter 2: Brand identity ideals
			Overview
			Vision
			Meaning
			Authenticity
			Differentiation
			Durability
			Coherence
			Flexibility
			Commitment
			Value
		Chapter 3: Brand identity elements
			Brandmarks
			Sequence of cognition
			Wordmarks
			Letterform marks
			Pictorial marks
			Abstract marks
			Emblems
			Characters
			Look and feel
		Chapter 4: Brand forces
			Brand dynamics
			Sustainability
			Social media
			Brand licensing
			Private labeling
			Certification
			Personal branding
		Chapter 5: Before and after
			Merger
			New name
			Redesign
			Packaging
	Part 2: Process
		A process for success
		Managing the process
		Measuring success
		Collaboration
		Decision making
		Insight
		Phase 1: Conducting research
			Overview
			Market research
			Usability
			Marketing audit
			Competitive audit
			Language audit
			Audit readout
		Phase 2: Clarifying strategy
			Overview
			Narrowing the focus
			Brand brief
			Naming
		Phase 3: Designing identity
			Overview
			Logotype + signature
			Color
			More color
			Typography
			Sound
			Motion
			Trial applications
			Presentation
		Phase 4: Creating touchpoints
			Overview
			Trademark process
			Letterhead
			Business card
			Collateral
			Website
			Favicons
			Signage
			Product design
			Packaging
			Advertising
			Environments
			Vehicles
			Uniforms
			Ephemera
		Phase 5: Managing assets
			Overview
			Changing brand identity
			Launching brand identity
			Building brand champions
			Internal design teams
			Brand books
			Standards content
			Standards + guidelines
			Online branding tools
			Reproduction files
			Global metrics
	Part 3
		ACLU
		Amazon.com
		Apotek
		Assurant
		Aveda Uruku
		Beeline
		BP
		California Academy of Sciences
		Cereality
		Chambers Group
		City Church Eastside
		Coca-Cola
		Eimer Stahl
		FedEx
		Feng
		FORA.tv
		GE
		Good Housekeeping Seal
		Heavy Bubble
		Herman Miller
		Hot Wheels
		HP
		IUNI Educacional
		Kort & Godt
		Laura Zindel
		Library of Congress
		MoMA
		The New School
		NIZUC
		Obama
		Olympic Games
		Park Angels
		PNC Virtual Wallet
		Presbyterian Church
		Preferred
		(RED)
		Saks Fifth Avenue
		sugarFISH
		Superman
		Tate
		Thomas Jefferson’s Poplar Forest
		TiVo
		Unilever
		Vanguard ETFs
		Velfina
		Vueling
		The Wild Center
		Xohm
	Bibliography
	About the author
	Index
                        

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