AlinaWheeler-DesigningBrandIdentity

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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
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Brand identity elementsPictorial ma
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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 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
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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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