AlinaWheeler-DesigningBrandIdentity

More documents

Recommendations

Info

Pictorial marksFrom left to rightsugarFISH:Clement MokBritish Telecom:Wolff OlinsNBC:Chermayeff + GeismarLacoste:Robert GeorgeMarch of Dimes:PentagramMerrill Lynch:King-CaseyFlab Bat 25/a divisionof the Swiss Army:Allemann Almquist + JonesThe WILD Center:Points North CommunicationPBS:Chermayeff + GeismarWorld Wildlife Foundation:Landor Associates redesignGreyhound USA:Raymond LoewyFancy Pants Press:Alusiv59
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 144: Abstract marksFrom left to rightHya
Page 148: Rusk Renovations:Louise Fili Ltd.Br
Page 152: Historic charactersCharacterUncle S
Page 156: OLIN is an internationallyrecognize
Page 160: Moving into the mainstreamWith some
Page 164: Questions worth askingChris HackerS
Page 168: No more one-way brand conversations
Page 172: Benefits of brand licensingDevelope
Page 176: Private Label Brand Architecture St
Page 180: HTTPS Https is “Hypertext Transfe
Page 184: IdentityWho are you?FELLOWEMPLOYEES
Page 188: New nameBeforeAfterThe new name is
Page 192:
BeforeAfterJefferson’s handwritin
Page 196:
BeforeAfterWe revolutionized Sesmar
Page 200:
2 ProcessPart 2 presents a universa
Page 204:
Process is a competitive advantageA
Page 208:
Who manages the project?Client side
Page 212:
Metrics for brand management Source
Page 216:
Principles of collaborationDevelope
Page 220:
Red flagsThe CEO (or global brandma
Page 224:
designImagineRealizeCelebrateSimpli
Page 228:
Baseline information to requestRequ
Page 232:
Quantitative researchHow the resear
Page 236:
Ethnography is the holisticstudy of
Page 240:
Request materialsThe following is t
Page 244:
Understanding the competitionWho ar
Page 248:
Criteria for evaluating communicati
Page 252:
Essential characteristicsAnalysis r
Page 256:
Phase 2 scenariosDifferent scenario
Page 260:
Keep movingEngage in meaningful dia
Page 264:
Brand brief schematicAttributesIden
Page 268:
RememberNames may be registeredin d
Page 272:
A designer’s perspectivePaul Rand
Page 276:
We wanted to simplifyNickelodeon’
Page 280:
A true measure of brandstrategy suc
Page 284:
Color triviaKodak was the first com
Page 288:
Typeface family basicsTypefaces are
Page 292:
Branding soundMotorsHarley-Davidson
Page 296:
Motion principlesDeveloped by Sagi
Page 300:
Testing the conceptIdentity design
Page 304:
Presentation basicsPresentation str
Page 308:
Creative briefThe creative brief ca
Page 312:
Brand identity legal basicsMythsOnc
Page 316:
Letterhead design basicsNever desig
Page 320:
Business card design basicsThink of
Page 324:
Collateral system basicsUnified col
Page 328:
Website basicsCharacteristics of th
Page 332:
Left to right:ABCACLUAdobeAeroMexic
Page 336:
Signage basicsSignage expresses the
Page 340:
Characteristics of the bestconsumer
Page 344:
Packaging basicsChampagne in a can,
Page 348:
Coca-Cola:Turner DuckworthBranding
Page 352:
Branded environment imperativesUnde
Page 356:
Get your motor runnin’Head out on
Page 360:
Uniform performance criteriaFunctio
Page 364:
The possibilitiesAlarm clocksAlbums
Page 368:
Spectrum Health in GrandRapids, Mic
Page 372:
Biggest challengesDeveloped by Patr
Page 376:
Strategic launch goalsExternal laun
Page 380:
ARAMARK and the road showPublic com
Page 384:
Characteristics and challengesEssen
Page 388:
NIZUC brand bookNIZUC is an ultra l
Page 392:
ContentsForewordMessage from CEOOur
Page 396:
Types of standardsOnline branding s
Page 400:
Characteristics of the best online
Page 404:
File format basicsVector graphicsEP
Page 408:
Metric business correspondenceA ser
Page 412:
3 Best PracticesPart 3 showcases be
Page 416:
Process and strategy: The ACLU set
Page 420:
Process and strategy: In 1999 Amazo
Page 424:
Process and strategy: The Associati
Page 428:
Process and strategy: Assurant form
Page 432:
Process and strategy: Aveda prides
Page 436:
Process and strategy: In 2005, the
Page 440:
Process and strategy: Landor Associ
Page 444:
Process and strategy: In fall 2008,
Page 448:
Process and strategy: The co-founde
Page 452:
Process and strategy: Chambers Grou
Page 456:
Process and strategy: Scott Armstro
Page 460:
Process and strategy: Coca-Cola is
Page 464:
Process and strategy: Unlike tradit
Page 468:
Process and strategy: In a relation
Page 472:
Process and strategy: Beth Zollars
Page 476:
Process and strategy: Initially Cro
Page 480:
Process and strategy: GE has a hist
Page 484:
Process and strategy: The Good Hous
Page 488:
Process and strategy: As an artist,
Page 492:
Process and strategy: The things th
Page 496:
When 90% of abrand’s visibility a
Page 500:
Process and strategy: In 2002, afte
Page 504:
Process and strategy: In 2007, The
Page 508:
Process and strategy: When in 2003,
Page 512:
Process and strategy: Laura Zindel
Page 516:
Process and strategy: Few people un
Page 520:
Process and strategy: MoMA has one
Page 524:
Process and strategy: Project Mirro
Page 528:
Process and strategy: Soon after Al
Page 532:
Process and strategy: In February 2
Page 536:
Process and strategy: Olympic Games
Page 540:
Process and strategy: Charleston, S
Page 544:
Process and strategy: Eager to make
Page 548:
Process and strategy: The task forc
Page 552:
Process and strategy: Preferred Rea
Page 556:
Process and strategy: Harnessing th
Page 560:
Process and strategy: Saks approach
Page 564:
Process and strategy: The business
Page 568:
Process and strategy: The release o
Page 572:
Process and strategy: Tate retained
Page 576:
Process and strategy: Poplar Forest
Page 580:
Process and strategy: In 1997, Cron
Page 584:
Process and strategy: While the con
Page 588:
Process and strategy: Vanguard’s
Page 592:
Process and strategy: Grapefruit, a
Page 596:
Vueling was successfulfrom its star
Page 600:
Process and strategy: Points NorthC
Page 604:
This is the beginning of anew chapt
Page 608:
Klein, Naomi. No Logo. New York: Pi
Page 612:
Bayn, 62, 63Bayne, Katie, 219BBC, 2
Page 616:
Indexbrand identity process. See as
Page 620:
IndexDunn, Dennis, 105Dunn, Michael
Page 624:
IndexA Hundred Monkeys, 20, 122Hurd
Page 628:
IndexMobil, 41Mok, Clement, 59, 271
Page 632:
IndexRalph Lauren, 21Ramírez, Juan
Page 636:
Indextrade dress, value, 48-49trade
Page 640:
DESIGN/BUSINESSPraise for previous
show all

AlinaWheeler-DesigningBrandIdentity

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?