Designing Brand Identity


Now into the third edition of Alina Wheeler‘s Designing Brand Identity: An Essential Guide for the Whole Branding Team is a rich, comprehensive but well sectioned publications that asks; who are you? Who needs to know? Why should they care? How will they find out?

“In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding. Whether your goal is to express a new brand or to revitalise an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process.”

Encompassing 300 attributed quotes and 249 case studies which showcase successful world-class brands from Herman Miller and GE to the Obama ’08 election campaign plus offering insights into emerging trends such as sustainability and social networks as well as some great before and after references.

The book is broken down into five main headings – Brand basics; Brand identity ideals; Brand identity elements; Brand forces; Before and after – and covers everything from naming and culture through to cognition, Marks, authenticity, licensing and everything in between. An expansive and thorough resource which acts as a superb reference throughout the branding process, though probably not for novices.

Buy it.

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