AlinaWheeler-DesigningBrandIdentity

ProcessBest PracticesPart 2 presents a universal brandidentity process regardless of theproject’s scope and nature. Thissection answers the question“Why does it take so long?”Part 3 showcases best practices.Local and global, public and private,these projects inspire and exemplifyoriginal, flexible, lasting solutions.90 A process for success92 Managing the process94 Measuring success96 Collaboration98 Decision making100 InsightPhase 1Conducting research102 Overview104 Market research106 Usability108 Marketing audit110 Competitive audit112 Language audit114 Audit readoutPhase 2Clarifying strategy116 Overview118 Narrowing the focus120 Brand brief122 NamingPhase 3Designing identity124 Overview126 Logotype + signature128 Color130 More color132 Typography134 Sound136 Motion138 Trial applications140 PresentationPhase 4Creating touchpoints142 Overview144 Trademark process146 Letterhead148 Business card150 Collateral152 Website154 Favicons156 Signage158 Product design160 Packaging162 Advertising164 Environments166 Vehicles168 Uniforms170 EphemeraPhase 5Managing assets172 Overview174 Changing brand identity176 Launching brand identity178 Building brand champions180 Internal design teams182 Brand books184 Standards content186 Standards + guidelines188 Online branding tools190 Reproduction files192 Global metrics196 ACLU198 Amazon.com200 Apotek202 Assurant204 Aveda Uruku206 Beeline208 BP210 California Academyof Sciences212 Cereality214 Chambers Group216 City Church Eastside218 Coca-Cola220 Eimer Stahl222 FedEx224 Feng226 FORA.tv228 GE230 Good HousekeepingSeal232 Heavy Bubble234 Herman Miller236 Hot Wheels238 HP240 IUNI Educacional242 Kort & Godt244 Laura Zindel246 Library of Congress248 MoMA250 The New School252 NIZUC254 Obama256 Olympic Games258 Park Angels260 PNC Virtual Wallet262 Presbyterian Church264 Preferred266 (RED)268 Saks Fifth Avenue270 sugarFISH272 Superman274 Tate276 Thomas Jefferson’sPoplar Forest278 TiVo280 Unilever282 Vanguard ETFs284 Velfina286 Vueling288 The Wild Center290 Xohm292 Bibliography294 IndexXXX About the authorix