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AlinaWheeler-DesigningBrandIdentity

AlinaWheeler-DesigningBrandIdentity

  • Page 4: DesigningBrandIdentity
  • Page 8: Alina WheelerDesigningBrandIdentity
  • Page 16: Thank you to mycolleagues who share
  • Page 20: ProcessBest PracticesPart 2 present
  • Page 24: 1 BasicsPart 1 illuminates the diff
  • Page 28: Brand touchpointsEach touchpoint is
  • Page 32: Brand identity implies an asset.Cor
  • Page 36: When to start the processNew compan
  • Page 40: Key stakeholdersAs the branding pro
  • Page 44: Reasons to invest in brand identity
  • Page 48: Who develops brand strategy?It is u
  • Page 52:

    Repositioning historySneakersIn the

  • Page 56:

    Less is moreAppleThink differentTar

  • Page 60:

    Moments of truthDonovan/Green ident

  • Page 64:

    Qualities of an effective nameThe r

  • Page 68:

    Types of brand architectureVarious

  • Page 72:

    Essential characteristicsA cross-se

  • Page 76:

    Fundamental principles of staying o

  • Page 80:

    Pay attentionNot every culture hasa

  • Page 84:

    Brand identity idealscoherencemeani

  • Page 88:

    Being a sustainable business isintr

  • Page 92:

    The logo is the gatewayto the brand

  • Page 96:

    Each day, 1.2 billion people around

  • Page 100:

    Courtesy of allmyfaves.com39

  • Page 104:

    Trademarks and their date of origin

  • Page 108:

    Vueling: Saffron Brand ConsultantsA

  • Page 112:

    Unilever leads its brands througha

  • Page 116:

    GE has a commitment toprotecting it

  • Page 120:

    Truvia natural sweetenerrepresents

  • Page 124:

    Topology of marksThere are no hard

  • Page 128:

    Name that brandArtist and cultural

  • Page 132:

    Late July:Louise Fili Ltd.Dell:Sieg

  • Page 138:

    Brand identity elementsPictorial ma

  • Page 142:

    Brand identity elementsAbstract mar

  • Page 146:

    Brand identity elementsEmblemsEmble

  • Page 150:

    Brand identity elementsCharactersIt

  • Page 154:

    Brand identity elementsLook and fee

  • Page 158:

    Brand forcesBrand dynamicsWhat’s

  • Page 162:

    Brand forcesSustainabilityMaking a

  • Page 166:

    Brand forcesSocial mediaThe consume

  • Page 170:

    Brand forcesBrand licensingLicensin

  • Page 174:

    Brand forcesPrivate labelingFor man

  • Page 178:

    Brand forcesCertificationAs the pro

  • Page 182:

    Brand forcesPersonal brandingWe use

  • Page 186:

    Before and afterAs organizations gr

  • Page 190:

    Before and afterThe logo is the gat

  • Page 194:

    Before and afterPackagingBeforeAfte

  • Page 198:

    Work with talented people to create

  • Page 202:

    ProcessA process for successThe bra

  • Page 206:

    ProcessManaging the processAstute p

  • Page 210:

    ProcessMeasuring successBrand ident

  • Page 214:

    ProcessCollaborationGreat outcomes

  • Page 218:

    ProcessDecision makingDecision maki

  • Page 222:

    ProcessInsightDesigning an identity

  • Page 226:

    Phase 11 : conducting researchCondu

  • Page 230:

    Phase 11 : conducting researchMarke

  • Page 234:

    Phase 11 : conducting researchUsabi

  • Page 238:

    Phase 11 : conducting researchMarke

  • Page 242:

    Phase 11 : conducting researchCompe

  • Page 246:

    Phase 11 : conducting researchLangu

  • Page 250:

    Phase 11 : conducting researchAudit

  • Page 254:

    Phase 22 : clarifying strategyClari

  • Page 258:

    Phase 22 : clarifying strategyNarro

  • Page 262:

    Phase 22 : clarifying strategyBrand

  • Page 266:

    Phase 22 : clarifying strategyNamin

  • Page 270:

    Phase 33 : designing identityDesign

  • Page 274:

    Phase 33 : designing identityLogoty

  • Page 278:

    Phase 33 : designing identityColorC

  • Page 282:

    Phase 33 : designing identityMore c

  • Page 286:

    Phase 33 : designing identityTypogr

  • Page 290:

    Phase 33 : designing identitySoundA

  • Page 294:

    Phase 33 : designing identityMotion

  • Page 298:

    Phase 33 : designing identityTrial

  • Page 302:

    Phase 33 : designing identityPresen

  • Page 306:

    Phase 44 : creating touchpointsCrea

  • Page 310:

    Phase 44 : creating touchpointsTrad

  • Page 314:

    Phase 44 : creating touchpointsLett

  • Page 318:

    Phase 44 : creating touchpointsBusi

  • Page 322:

    Phase 44 : creating touchpointsColl

  • Page 326:

    Phase 44 : creating touchpointsWebs

  • Page 330:

    Phase 44 : creating touchpointsFavi

  • Page 334:

    Phase 44 : creating touchpointsSign

  • Page 338:

    Phase 44 : creating touchpointsProd

  • Page 342:

    Phase 44 : creating touchpointsPack

  • Page 346:

    Phase 44 : creating touchpointsAdve

  • Page 350:

    Phase 44 : creating touchpointsEnvi

  • Page 354:

    Phase 44 : creating touchpointsVehi

  • Page 358:

    Phase 44 : creating touchpointsUnif

  • Page 362:

    Phase 44 : creating touchpointsEphe

  • Page 366:

    Phase 55 : managing assetsManaging

  • Page 370:

    Phase 55 : managing assetsChanging

  • Page 374:

    Phase 55 : managing assetsLaunching

  • Page 378:

    Phase 55 : managing assetsBuilding

  • Page 382:

    Phase 55 : managing assetsInternal

  • Page 386:

    Phase 55 : managing assetsBrand boo

  • Page 390:

    Phase 55 : managing assetsStandards

  • Page 394:

    Phase 55 : managing assetsStandards

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    Phase 55 : managing assetsOnline br

  • Page 402:

    Phase 55 : managing assetsReproduct

  • Page 406:

    Phase 55 : managing assetsGlobal me

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    Extraordinary work is done for extr

  • Page 414:

    ACLUThe American Civil Liberties Un

  • Page 418:

    Amazon.comAmazon.com seeks to be th

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    ApotekApotek wants to be your local

  • Page 426:

    AssurantThe successful initial publ

  • Page 430:

    Aveda UrukuWe believe in beauty wit

  • Page 434:

    BeelineBeeline believes in life on

  • Page 438:

    BPBP has transformed from a local o

  • Page 442:

    California Academy of SciencesCalif

  • Page 446:

    CerealityWe created Cereality ® to

  • Page 450:

    Chambers GroupChambers Group’s co

  • Page 454:

    City Church EastsideCity Church Eas

  • Page 458:

    Coca-ColaCoke brings joy. It’s ha

  • Page 462:

    Eimer StahlEimer Stahl is a trim, a

  • Page 466:

    FedExFedEx embodies a twenty-first

  • Page 470:

    FengFeng is an homage to the sereni

  • Page 474:

    FORA.tvFORA.tv provides videos of t

  • Page 478:

    GEGE is imagination at work. GE peo

  • Page 482:

    Good Housekeeping SealWhen the Good

  • Page 486:

    Heavy BubbleHeavy Bubble is a servi

  • Page 490:

    Herman MillerHerman Miller stands f

  • Page 494:

    Hot WheelsHot Wheels encompasses sp

  • Page 498:

    HPHP invents new technologies and s

  • Page 502:

    IUNI EducacionalIUNI Educacional pr

  • Page 506:

    Kort & GodtEverything begins with t

  • Page 510:

    Laura ZindelMerging a passion for n

  • Page 514:

    Library of CongressThe Library of C

  • Page 518:

    MoMAThe Museum of Modern Art seeks

  • Page 522:

    The New SchoolThe New School stands

  • Page 526:

    NIZUCNIZUC reflects the ancient May

  • Page 530:

    ObamaBarack Obama’s 2008 U.S. pre

  • Page 534:

    Olympic GamesThe Olympic Games cele

  • Page 538:

    Park AngelsWe are the Park Angels o

  • Page 542:

    PNC Virtual WalletVirtual Wallet ma

  • Page 546:

    Presbyterian ChurchThe two major br

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    PreferredOur business philosophy ha

  • Page 554:

    (RED)(RED) embraces brands and empo

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    Saks Fifth AvenueLong known for its

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    sugarFISHEmbodying the philosophy o

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    SupermanThe Superman brand goes dee

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    TateTate reinvented the idea of a g

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    Thomas Jefferson’s Poplar ForestT

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    TiVoTiVo’s overriding philosophy

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    UnileverUnilever’s mission is to

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    Vanguard ETFsVanguard’s trusted h

  • Page 590:

    VelfinaVelfina is dedicated to deve

  • Page 594:

    VuelingVueling is straightforward a

  • Page 598:

    The Wild CenterThe Wild Center is a

  • Page 602:

    XohmXohm users experience a new lev

  • Page 606:

    BibliographyAaker, David A. and Eri

  • Page 610:

    IndexA@issuejournal.com, 153Aaker,

  • Page 614:

    About the authorAlina Wheeler: desi

  • Page 618:

    coherence, 31, 42-43Cold Stone Crea

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    GGalanti, Richard, 76Galindo, Rodri

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    Leadership Development Forum, 32Lea

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    Patagonia, 21, 71PBS, 41, 59, 179.

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    Smart Option private label (Giant E

  • Page 638:

    WGBH (Boston PBS affiliate), 137, 1

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