Designing Brand Identity

Designing Brand Identity : An Essential Guide for the Whole Branding Team

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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-classUpdated to include more than 35 percent new materialOffers a proven, universal five-phase process and methodology for creating and implementing effective brand identity
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Product details

  • Hardback | 336 pages
  • 226 x 284 x 24mm | 1,179.32g
  • New York, United States
  • English
  • 4th Edition
  • 1118099206
  • 9781118099209
  • 16,137

Review quote

"The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development." (, 3/5/13)
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About Alina Wheeler

Alina Wheeler is a branding consultant and author. Her business is managing perception, her service is strategic imagination, and her passion is branding. She uses an engaging process to achieve brand clarity, revitalize brands, and re-energize collaborators. Designing Brand Identity has been translated into Chinese, Korean, Polish, Portuguese, Russian, and Vietnamese. Wheeler has also coauthored Brand Atlas: Branding Intelligence Made Visible.
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Back cover copy

Who are you?

Who needs to know?

Why should they care?

How will they find out?

The bestselling toolkit for the whole branding team

Whether your goal is to revitalize an existing brand or launch a new one, here is a proven, universal five-phase process for amplifying differentiation, fueling recognition, and building brand champions. From research and analysis through brand strategy, from design development through brand standards, and from launch to governance, Designing Brand Identity is the most comprehensive resource used by brand builders all over the world as an essential reference for the entire process.

This thoroughly updated Fourth Edition offers insights into current trends in social networks, mobile devices, global markets, and virtual brands as well as emerging tools such as apps and video. More than 30 new case studies showcase global best practices and successful world-class brands, from IBM to Starbucks to Santos Brasil.

Praise for Designing Brand Identity

Writers have The Elements of Style. Managers have The Effective Executive. Chairpeople have Robert's Rules of Order. And now brand-builders have Designing Brand Identity. If you have (or would like to have) responsibility for managing, measuring, critiquing, or designing a brand, you've found your bible.
Marty Neumeier, author, The Brand Gap

Designing Brand Identity is a recipe book for brand-builders. Wheeler does for branding what Julia Child did for cooking.
Patricia Martin, author, RenGen
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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
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
Case studies
212 ACHC
214 ACLU
216 Adobe Community SwApp
218 Aether Apparel
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
278 Olympic Games
280 Peru
282 PNC
284 (RED)
286 Santos Brasil
288 Schoolhouse Electric & Supply Co.
290 Slice
294 Spectrum Health System
296 SPIN!
298 Starbucks
302 Tunerfish
304 U by Kotex
306 Unstuck
308 Vueling
310 Willoughby Design Barn
312 Wonderopolis
314 Biliography
316 Index
326 About the author
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Review Text

"The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina s new book is a must-have for anyone that is interested in brand identity development." (, 3/5/13)
show more

Rating details

1,683 ratings
4.1 out of 5 stars
5 42% (709)
4 34% (565)
3 18% (310)
2 4% (70)
1 2% (29)
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