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

Designing Brand Identity: An Essential Guide for the Entire Branding Team
Contents
Foreword
Part 1: Basics
	Brand
	Brand Identity
	Branding
	Brand Governance
	Brand Strategy
	Why Invest
	Stakeholders
	Culture
	Customer Experience
	Cross Cultures
	Brand Architecture
	Symbols
	Names
	Taglines
	Staying on Message
	Big Idea
	Brand Ideals
	Vision Brand Ideal
	Meaning Brand Ideal
	Authenticity Brand Ideal
	Coherence Brand Ideal
	Flexibility Brand Ideal
	Commitment Brand Ideal
	Value Brand Ideal
	Differentiation Brand Ideal
	Longevity Brand Ideal
	Brandmarks
	Wordmarks
	Letterform Marks
	Pictorial Marks
	Abstract Marks
	Emblems
	Dynamic Marks
	Characters
	Trends
	Making a Difference
	Big Data Analytics
	Social Media
	Smartphones
	Apps
	Private Labeling
	Brand Licensing
	Certification
	Crisis Communications
	Personal Branding
	China
	Before and After
	Brandmark Redesign
	Packaging Redesign
Part 2: Process
	A Process for Success
	Managing the Process
	Brand Initiatives
	Measuring success
	Collaboration
	Decision Making
	Intellectual Property
	Design Management
	Conducting Research
	Insight Phase 1
	Market Research Phase 1
	Usability Testing Phase 1
	Marketing Audit Phase 1
	Competitive Audit Phase 1
	Language Audit Phase 1
	Audit Readout Phase 1
	Clarifying Strategy
	Narrowing the Focus Phase 2
	Positioning Phase 2
	Brand Brief Phase 2
	Naming Phase 2
	Renaming Phase 2
	Designing Identity
	Identity System Design Phase 3
	Look and Feel Phase 3
	Color Phase 3
	More Color Phase 3
	Typography Phase 3
	Sound Phase 3
	Trial Applications Phase 3
	Presentation Phase 3
	Creating Touchpoints
	Content Strategy Phase 4
	Website Phase 4
	Collateral Phase 4
	Stationery Phase 4
	Signage Phase 4
	Product Design Phase 4
	Packaging Phase 4
	Advertising Phase 4
	Placemaking Phase 4
	Vehicles Phase 4
	Uniforms Phase 4
	Ephemera Phase 4
	Managing Assets
	Changing Brand Assets Phase 5
	Launching Phase 5
	Building Brand Champions Phase 5
	Brand Books Phase 5
	Guidelines Phase 5
	Guidelines Content Phase 5
	Online Brand Centers Phase 5
Part 3: Best Practices
	ACHC
	ACLU
	Action Against Hunger
	Adanu
	Amazon.com
	Ansible
	Beeline
	Boston Consulting Group
	Boy Scouts of America
	Budweiser
	Cerner
	City of Melbourne
	Coca- Cola
	Cocktails Against Cancer
	Coors Light
	Cooper Hewitt, Smithsonian Design Museum
	Credit Suisse
	Deloitte
	Fern by Haworth
	Fred Hutch
	Global Handwashing Day
	IBM 100 Icons of Progress
	IBM Watson
	Jawwy from STC
	Laughing Cow
	LinkedIn China
	Mack Trucks
	Mastercard
	Mozilla
	Mural Arts Philadelphia
	NIZUC Resort & Spa
	NO MORE
	Ohio & Erie Canalway
	Peru
	Philadelphia Museum of Art
	Pitney Bowes
	PNC
	Quartz
	(RED)
	RideKC Streetcar
	Santos Brasil
	Shinola Detroit
	Smithsonian National Air and Space Museum
	SocialSecurity.gov
	Southwest Airlines
	Spectrum Health System
	Starbucks
	Sydney Opera House
	Unstuck
	Vueling
Bibliography
Index
Infinite Gratitude
End User License Agreement