AlinaWheeler-DesigningBrandIdentity

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New nameBeforeAfterThe new name is short, easyto pronounce and spell, andhas positive meanings in allmajor languages.James BellSenior PartnerLippincottTo ignite a movement, wecreated a new name thatis a succinct statement ofthe goal—one everyoneessentially understands.Michael CronanCRONANWhen Chicago GSB, theUniversity of ChicagoGraduate School of Business,was renamed The Universityof Chicago Booth Schoolof Business, continuity wasmaintained in the logotype.Bart CrosbyCrosby AssociatesThe FedEx Office namebetter describes the widerange of services availableat its retail centers andtakes full advantage ofthe FedEx brand.www.fedex.comFedEx: Landor AssociatesA symbolic gesture ofan apple expressedThe Colorado HealthFoundation’s two corebrand attributes:Health and Education.Matt CoffmanPresidentAnabliss Design + Brand Strategy83
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DesigningBrandIdentity
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Alina WheelerDesigningBrandIdentity
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Thank you to mycolleagues who share
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ProcessBest PracticesPart 2 present
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1 BasicsPart 1 illuminates the diff
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Brand touchpointsEach touchpoint is
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Brand identity implies an asset.Cor
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When to start the processNew compan
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Key stakeholdersAs the branding pro
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Reasons to invest in brand identity
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Who develops brand strategy?It is u
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Repositioning historySneakersIn the
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Less is moreAppleThink differentTar
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Moments of truthDonovan/Green ident
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Qualities of an effective nameThe r
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Types of brand architectureVarious
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Essential characteristicsA cross-se
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Fundamental principles of staying o
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Pay attentionNot every culture hasa
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Brand identity idealscoherencemeani
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Being a sustainable business isintr
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The logo is the gatewayto the brand
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Each day, 1.2 billion people around
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Courtesy of allmyfaves.com39
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Trademarks and their date of origin
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Vueling: Saffron Brand ConsultantsA
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Unilever leads its brands througha
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GE has a commitment toprotecting it
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Truvia natural sweetenerrepresents
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Topology of marksThere are no hard
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Name that brandArtist and cultural
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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 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
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Request materialsThe following is t
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Understanding the competitionWho ar
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Criteria for evaluating communicati
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Essential characteristicsAnalysis r
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Phase 2 scenariosDifferent scenario
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Keep movingEngage in meaningful dia
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Brand brief schematicAttributesIden
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RememberNames may be registeredin d
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A designer’s perspectivePaul Rand
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We wanted to simplifyNickelodeon’
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A true measure of brandstrategy suc
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Color triviaKodak was the first com
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Typeface family basicsTypefaces are
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Branding soundMotorsHarley-Davidson
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Motion principlesDeveloped by Sagi
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Testing the conceptIdentity design
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Presentation basicsPresentation str
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Creative briefThe creative brief ca
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Brand identity legal basicsMythsOnc
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Letterhead design basicsNever desig
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Business card design basicsThink of
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Collateral system basicsUnified col
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Website basicsCharacteristics of th
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Left to right:ABCACLUAdobeAeroMexic
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Signage basicsSignage expresses the
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Characteristics of the bestconsumer
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Packaging basicsChampagne in a can,
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Coca-Cola:Turner DuckworthBranding
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Branded environment imperativesUnde
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Get your motor runnin’Head out on
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Uniform performance criteriaFunctio
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The possibilitiesAlarm clocksAlbums
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Spectrum Health in GrandRapids, Mic
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Biggest challengesDeveloped by Patr
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Strategic launch goalsExternal laun
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ARAMARK and the road showPublic com
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Characteristics and challengesEssen
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NIZUC brand bookNIZUC is an ultra l
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ContentsForewordMessage from CEOOur
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Types of standardsOnline branding s
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Characteristics of the best online
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File format basicsVector graphicsEP
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Metric business correspondenceA ser
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3 Best PracticesPart 3 showcases be
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Process and strategy: The ACLU set
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Process and strategy: In 1999 Amazo
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Process and strategy: The Associati
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Process and strategy: Assurant form
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Process and strategy: Aveda prides
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Process and strategy: In 2005, the
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Process and strategy: Landor Associ
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Process and strategy: In fall 2008,
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Process and strategy: The co-founde
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Process and strategy: Chambers Grou
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Process and strategy: Scott Armstro
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Process and strategy: Coca-Cola is
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Process and strategy: Unlike tradit
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Process and strategy: In a relation
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Process and strategy: Beth Zollars
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Process and strategy: Initially Cro
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Process and strategy: GE has a hist
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Process and strategy: The Good Hous
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Process and strategy: As an artist,
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Process and strategy: The things th
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When 90% of abrand’s visibility a
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Process and strategy: In 2002, afte
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Process and strategy: In 2007, The
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Process and strategy: When in 2003,
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Process and strategy: Laura Zindel
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Process and strategy: Few people un
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Process and strategy: MoMA has one
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Process and strategy: Project Mirro
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Process and strategy: Soon after Al
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Process and strategy: In February 2
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Process and strategy: Olympic Games
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Process and strategy: Charleston, S
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Process and strategy: Eager to make
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Process and strategy: The task forc
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Process and strategy: Preferred Rea
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Process and strategy: Harnessing th
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Process and strategy: Saks approach
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Process and strategy: The business
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Process and strategy: The release o
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Process and strategy: Tate retained
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Process and strategy: Poplar Forest
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Process and strategy: In 1997, Cron
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Process and strategy: While the con
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Process and strategy: Vanguard’s
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Process and strategy: Grapefruit, a
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Vueling was successfulfrom its star
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Process and strategy: Points NorthC
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This is the beginning of anew chapt
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Klein, Naomi. No Logo. New York: Pi
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Bayn, 62, 63Bayne, Katie, 219BBC, 2
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Indexbrand identity process. See as
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IndexDunn, Dennis, 105Dunn, Michael
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IndexA Hundred Monkeys, 20, 122Hurd
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IndexMobil, 41Mok, Clement, 59, 271
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IndexRalph Lauren, 21Ramírez, Juan
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Indextrade dress, value, 48-49trade
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DESIGN/BUSINESSPraise for previous
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