Designing Brand Identity

Inhaltsverzeichnis

Basics
 
Part 1 presents the fundamental concepts needed to kick-start the branding process and creates a shared vocabulary for the entire team.
 
Brand Basics
 
2 Brand
 
4 Branding
 
6 Brand identity
 
8 Brand strategy
 
10 Why invest
 
12 Stakeholders
 
14 Organizational culture
 
16 Brand experience
 
18 Brand architecture
 
20 Visual identity
 
22 Messaging and voice
 
24 Brand governance
 
Brand ideals
 
26 Overview
 
28 Vision
 
30 Meaning
 
32 Authenticity
 
34 Coherence
 
36 Flexibility
 
38 Commitment
 
40 Value
 
42 Differentiation
 
44 Longevity
 
Brand Elements
 
46 Names
 
48 Brandmarks
 
50 Wordmarks
 
52 Letterform marks
 
54 Pictorial marks
 
56 Abstract marks
 
58 Emblems
 
60 Dynamic marks
 
62 Taglines
 
64 Characters
 
Brand dynamics
 
66 Overview
 
68 Social justice
 
70 Sustainability
 
72 Global and local
 
74 Artificial intelligence
 
76 Big data analytics
 
78 Social media
 
80 Digital interfaces
 
82 Mobile apps
 
84 Evidence-based marketing
 
86 Private labeling
 
88 Brand licensing
 
90 Certification
 
92 Crisis communications
 
94 Personal branding
 
Before and after
 
96 Overview
 
98 Brandmark redesign
 
102 Packaging redesign
 
104 Renaming
 
Process
 
Part 2 presents a universal process regardless of the project's scope and nature. This section answers the question "Why does it take so long?"
 
Process basics
 
108 Overview
 
110 Managing the process
 
112 Brand initiatives
 
114 Measuring success
 
116 Collaboration
 
118 Decision making
 
120 Intellectual property
 
122 Design management
 
Phase 1 Conducting research
 
124 Overview
 
126 Defining the problem
 
128 Market research
 
130 Usability testing
 
132 Marketing audit
 
134 Competitive audit
 
136 Verbal audit
 
138 Findings report
 
Phase 2 Clarifying strategy
 
140 Overview
 
142 Narrowing the focus
 
144 Positioning
 
146 Brand brief
 
148 Naming
 
Phase 3 Designing identity
 
150 Overview
 
152 Identity system design
 
154 Look and feel
 
156 Color
 
158 Typography
 
160 Iconography
 
162 Sound
 
164 Other senses
 
166 Trial applications
 
168 Presentation
 
Phase 4 Creating touchpoints
 
170 Overview
 
172 Content strategy
 
174 Website
 
176 Collateral
 
178 Stationery
 
180 Product design
 
182 Packaging
 
184 Advertising
 
186 Branded environments
 
188 Signage and wayfinding
 
190 Vehicles
 
192 Uniforms
 
194 Ephemera
 
Phase 5 Managing assets
 
196 Overview
 
198 Changing brand assets
 
200 Launching
 
202 Building brand champions
 
204 Online brand centers
 
206 Guidelines
 
208 Guidelines content
 
210 Brand books
 
Best Practices
 
Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions.
 
Case studies
 
214 AC Milan
 
216 Adventr
 
218 Airbnb China
 
220 Algramo
 
222 Batiste
 
224 Better Place Forests
 
226 Bcg X
 
228 Campbell
 
230 Chobani
 
232 City of Vienna
 
234 Deloitte
 
236 DonorsChoose
 
238 DuPont
 
240 Eames Institute
 
242 Eat Curious
 
244 82nd Street Partnership
 
246 Filthy
 
248 Folx
 
250 Fremtind
 
252 Gentari
 
254 Gsk
 
256 Helen of Troy
 
258 High Street Market & Deli
 
260 Hootsuite
 
262 Hopscotch
 
264 Human Rights First
 
266 Italicus
 
268 Jodrell Bank
 
270 KatKin
 
272 Kia
 
274 Lavish Pizza
 
276 Lego
 
278 Longfu
 
280 Lucid Motors
 
282 Lumanity
 
284 The Mellon Foundation
 
286 Oli!
 
288 oLiv
 
290 OneTen
 
292 Pan-Afrikan Design Institute
 
294 Papier
 
296 Perth Airport
 
298 Petbarn
 
300 Piedmont Art Walk
 
302 Saga
 
304 Salehiya
 
306 Santa Barbara Botanic Garden
 
308 Sense
 
310 Spotify
 
312 Sun Day Carwash
 
314 US Open
 
316 Viva

Designing Brand Identity

A Comprehensive Guide to the World of Brands and Branding

Buch (Gebundene Ausgabe, Englisch)

49,99 €

inkl. gesetzl. MwSt.
eBook

eBook

35,99 €

Designing Brand Identity

Ebenfalls verfügbar als:

Gebundenes Buch

Gebundenes Buch

ab 46,99 €
eBook

eBook

ab 35,99 €

Details

Verkaufsrang

8134

Einband

Gebundene Ausgabe

Erscheinungsdatum

03.05.2024

Verlag

John Wiley & Sons Inc

Seitenzahl

352

Details

Verkaufsrang

8134

Einband

Gebundene Ausgabe

Erscheinungsdatum

03.05.2024

Verlag

John Wiley & Sons Inc

Seitenzahl

352

Maße (L/B/H)

22,2/28,3/2,4 cm

Gewicht

1434 g

Auflage

6. Auflage

Sprache

Englisch

ISBN

978-1-119-98481-8

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  • Designing Brand Identity
  • Basics
     
    Part 1 presents the fundamental concepts needed to kick-start the branding process and creates a shared vocabulary for the entire team.
     
    Brand Basics
     
    2 Brand
     
    4 Branding
     
    6 Brand identity
     
    8 Brand strategy
     
    10 Why invest
     
    12 Stakeholders
     
    14 Organizational culture
     
    16 Brand experience
     
    18 Brand architecture
     
    20 Visual identity
     
    22 Messaging and voice
     
    24 Brand governance
     
    Brand ideals
     
    26 Overview
     
    28 Vision
     
    30 Meaning
     
    32 Authenticity
     
    34 Coherence
     
    36 Flexibility
     
    38 Commitment
     
    40 Value
     
    42 Differentiation
     
    44 Longevity
     
    Brand Elements
     
    46 Names
     
    48 Brandmarks
     
    50 Wordmarks
     
    52 Letterform marks
     
    54 Pictorial marks
     
    56 Abstract marks
     
    58 Emblems
     
    60 Dynamic marks
     
    62 Taglines
     
    64 Characters
     
    Brand dynamics
     
    66 Overview
     
    68 Social justice
     
    70 Sustainability
     
    72 Global and local
     
    74 Artificial intelligence
     
    76 Big data analytics
     
    78 Social media
     
    80 Digital interfaces
     
    82 Mobile apps
     
    84 Evidence-based marketing
     
    86 Private labeling
     
    88 Brand licensing
     
    90 Certification
     
    92 Crisis communications
     
    94 Personal branding
     
    Before and after
     
    96 Overview
     
    98 Brandmark redesign
     
    102 Packaging redesign
     
    104 Renaming
     
    Process
     
    Part 2 presents a universal process regardless of the project's scope and nature. This section answers the question "Why does it take so long?"
     
    Process basics
     
    108 Overview
     
    110 Managing the process
     
    112 Brand initiatives
     
    114 Measuring success
     
    116 Collaboration
     
    118 Decision making
     
    120 Intellectual property
     
    122 Design management
     
    Phase 1 Conducting research
     
    124 Overview
     
    126 Defining the problem
     
    128 Market research
     
    130 Usability testing
     
    132 Marketing audit
     
    134 Competitive audit
     
    136 Verbal audit
     
    138 Findings report
     
    Phase 2 Clarifying strategy
     
    140 Overview
     
    142 Narrowing the focus
     
    144 Positioning
     
    146 Brand brief
     
    148 Naming
     
    Phase 3 Designing identity
     
    150 Overview
     
    152 Identity system design
     
    154 Look and feel
     
    156 Color
     
    158 Typography
     
    160 Iconography
     
    162 Sound
     
    164 Other senses
     
    166 Trial applications
     
    168 Presentation
     
    Phase 4 Creating touchpoints
     
    170 Overview
     
    172 Content strategy
     
    174 Website
     
    176 Collateral
     
    178 Stationery
     
    180 Product design
     
    182 Packaging
     
    184 Advertising
     
    186 Branded environments
     
    188 Signage and wayfinding
     
    190 Vehicles
     
    192 Uniforms
     
    194 Ephemera
     
    Phase 5 Managing assets
     
    196 Overview
     
    198 Changing brand assets
     
    200 Launching
     
    202 Building brand champions
     
    204 Online brand centers
     
    206 Guidelines
     
    208 Guidelines content
     
    210 Brand books
     
    Best Practices
     
    Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions.
     
    Case studies
     
    214 AC Milan
     
    216 Adventr
     
    218 Airbnb China
     
    220 Algramo
     
    222 Batiste
     
    224 Better Place Forests
     
    226 Bcg X
     
    228 Campbell
     
    230 Chobani
     
    232 City of Vienna
     
    234 Deloitte
     
    236 DonorsChoose
     
    238 DuPont
     
    240 Eames Institute
     
    242 Eat Curious
     
    244 82nd Street Partnership
     
    246 Filthy
     
    248 Folx
     
    250 Fremtind
     
    252 Gentari
     
    254 Gsk
     
    256 Helen of Troy
     
    258 High Street Market & Deli
     
    260 Hootsuite
     
    262 Hopscotch
     
    264 Human Rights First
     
    266 Italicus
     
    268 Jodrell Bank
     
    270 KatKin
     
    272 Kia
     
    274 Lavish Pizza
     
    276 Lego
     
    278 Longfu
     
    280 Lucid Motors
     
    282 Lumanity
     
    284 The Mellon Foundation
     
    286 Oli!
     
    288 oLiv
     
    290 OneTen
     
    292 Pan-Afrikan Design Institute
     
    294 Papier
     
    296 Perth Airport
     
    298 Petbarn
     
    300 Piedmont Art Walk
     
    302 Saga
     
    304 Salehiya
     
    306 Santa Barbara Botanic Garden
     
    308 Sense
     
    310 Spotify
     
    312 Sun Day Carwash
     
    314 US Open
     
    316 Viva