AlinaWheeler-DesigningBrandIdentity

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Brand brief schematicAttributesIdentify characteristicsof the brandVision and missionClearly stateKey products or servicesListTarget marketDefineBig IdeaKey competitorsList threeValue propositionClearly stateCompetitive advantageClearly stateKey stakeholdersPrioritize this listBrief variationsVersion controlLarge companies will create positioning briefsfor marketing segments or business lines. Largeresearch studies are also synthesized in briefsthat highlight key learnings.Writing a brief is an iterative process and it isimportant to have version control. Each versionshould be saved and have a version numberand a date on it.121
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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
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Brand identity elementsEmblemsEmble
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Brand identity elementsCharactersIt
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Brand identity elementsLook and fee
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Brand forcesBrand dynamicsWhat’s
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Brand forcesSustainabilityMaking a
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Brand forcesSocial mediaThe consume
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Brand forcesBrand licensingLicensin
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Brand forcesPrivate labelingFor man
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Brand forcesCertificationAs the pro
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Brand forcesPersonal brandingWe use
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Before and afterAs organizations gr
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Before and afterThe logo is the gat
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Before and afterPackagingBeforeAfte
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Work with talented people to create
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ProcessA process for successThe bra
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ProcessManaging the processAstute p
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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 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
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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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AlinaWheeler-DesigningBrandIdentity

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