- Subjects
- Published
-
Hoboken, N.J. :
John Wiley & Sons
c2009.
- Language
- English
- Main Author
- Edition
- 3rd ed
- Physical Description
- ix, 310 p. : ill. (chiefly col.) ; 29 cm
- Bibliography
- Includes bibliographical references (p. 292-293) and index.
- ISBN
- 9780470401422
- Part 1. presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.
- 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
- Brand identity ideals
- Overview
- Vision
- Meaning
- Authenticity
- Differentiation
- Durability
- Coherence
- Flexibility
- Commitment
- Value
- Brand identity elements
- Brand marks
- Sequence of cognition
- Word marks
- Letter form marks
- Pictorial marks
- Abstract marks
- Emblems
- Characters
- Look and feel
- Brand forces
- Brand Dynamics
- Sustainability
- Social media
- Brand licensing
- Private labeling
- Certification
- Personal branding
- Before and after
- Merger
- New name
- Redesign
- Packaging
- 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?"
- 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. Desinging identity
- Overview
- Logotype + signature
- Color
- More color
- Typography
- Sound
- Motion
- Trial applications
- Presentation
- Phase 4. Creating touch points
- Overview
- Trademark process
- Letterhead
- Business card
- Collateral
- Website
- Favicons
- Signage
- Product design
- Packaing
- Advertising
- Environments
- Vehicles
- Uniforms
- Ephemera
- Phase 5. Managing assets
- 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
- Best Practices
- Part 3. showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution.
- 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 Educational
- 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
- Index
- About the author