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

Designing Brand Identity, Fourth Edition
Contents
Part 1: Basics
	What is brand?
	What is brand identity?
	What is branding?
	Who are stakeholders?
	Why invest?
	Brand strategy
	Cross cultures
	Big idea
	Customer experience
	Brand architecture
	Names
	Taglines
	Staying on message
	Brand ideals: Overview
	Vision
	Meaning
	Authenticity
	Coherence
	Flexibility
	Commitment
	Value
	Differentiation
	Sustainability
	Brandmarks
	Sequence of cognition
	Wordmarks
	Letterform marks
	Pictorial marks
	Abstract marks
	Emblems
	Dynamic marks
	Characters
	Brand dynamics: Overview
	Making a difference
	Social media
	Mobile
	Apps
	Touch
	Video
	China
	Private labeling
	Brand licensing
	Certification
	Crisis communications
	Personal branding
	Before and after: Overview
	Redesign
	Packaging
Part 2: Process
	A process for success
	Managing the process
	Measuring success
	Collaboration
	Decision making
	Intellectual property
	Design management
	Conducting research: Phase 1 overview
	Insight
	Market research
	Usability testing
	Marketing audit
	Competitive audit
	Language audit
	Audit readout
	Clarifying strategy: Phase 2 overview
	Narrowing the focus
	Positioning
	Brand brief
	Naming
	Renaming
	Designing identity: Phase 3 overview
	Logotype + signature
	Look and feel
	Color
	More color
	Typography
	Sound
	Animation
	Trial applications
	Presentation
	Creating touchpoints: Phase 4 overview
	Website
	Favicons
	Correspondence
	Business card
	Collateral
	Signage
	Product design
	Packaging
	Advertising
	Environments
	Vehicles
	Uniforms
	Ephemera
	Managing assets: Phase 5 overview
	Changing brand identity
	Launching brand identity
	Building brand champions
	Brand books
	Standards + guidelines
	Standards content
	Online branding tools
	Reproduction files
Part 3: Best Practices
	ACHC
	ACLU
	Adobe Community SwApp
	Aether Apparel
	Amazon.com
	Beeline
	Bela União
	Beltline Bike Shop
	California Academy of Sciences
	Carnegie Fabrics
	Chatype
	Coca-Cola
	Deloitte
	Everwines
	GE Brand Central
	GE Sponsorship Central
	Global Handwashing Day
	Good Housekeeping Seal
	Healthy Child Healthy World
	Herman Miller
	High Line
	IBM 100 Icons of Progress
	IBM Watson
	Ieper
	Inkling
	Johnson Controls
	Kleenex
	L’Arte del Gelato
	Laura Zindel
	Minnesota Historical Society
	MoMA
	Nizuc
	NO MORE
	Olympic Games
	Peru
	PNC
	(RED)
	Santos Brasil
	Schoolhouse Electric & Supply Co.
	Slice
	SocialMedia.org
	Spectrum Health System
	SPIN!
	Starbucks
	SUGARFISH
	Tunerfish
	U by Kotex
	Unstuck
	Vueling
	Willoughby Design Barn
	Wonderopolis
Bibliography
Index
About the author