AlinaWheeler-DesigningBrandIdentity

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Spectrum Health in GrandRapids, Michigan, distributed15,000 new branding programoverviews to its physicians andstaff. The brand book encourageseveryone to create an exceptionalbrand experience with all of theindividuals and families that useSpectrum’s healthcare facilities,its medical group, and health plan.Spectrum partnered with CrosbyAssociates to create the newbrand identity system and tools,including an online brand center.Spectrum Health: Crosby Associates173
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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
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ProcessCollaborationGreat outcomes
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ProcessDecision makingDecision maki
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ProcessInsightDesigning an identity
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Phase 11 : conducting researchCondu
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Phase 11 : conducting researchMarke
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Phase 11 : conducting researchUsabi
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Phase 11 : conducting researchMarke
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Phase 11 : conducting researchCompe
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Phase 11 : conducting researchLangu
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Phase 11 : conducting researchAudit
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Phase 22 : clarifying strategyClari
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Phase 22 : clarifying strategyNarro
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Phase 22 : clarifying strategyBrand
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Phase 22 : clarifying strategyNamin
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Phase 33 : designing identityDesign
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Phase 33 : designing identityLogoty
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Phase 33 : designing identityColorC
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Phase 33 : designing identityMore c
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Phase 33 : designing identityTypogr
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Phase 33 : designing identitySoundA
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Phase 33 : designing identityMotion
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Phase 33 : designing identityTrial
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Phase 33 : designing identityPresen
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Phase 44 : creating touchpointsCrea
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Phase 44 : creating touchpointsTrad
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Phase 44 : creating touchpointsLett
Page 318: Phase 44 : creating touchpointsBusi
Page 322: Phase 44 : creating touchpointsColl
Page 326: Phase 44 : creating touchpointsWebs
Page 330: Phase 44 : creating touchpointsFavi
Page 334: Phase 44 : creating touchpointsSign
Page 338: Phase 44 : creating touchpointsProd
Page 342: Phase 44 : creating touchpointsPack
Page 346: Phase 44 : creating touchpointsAdve
Page 350: Phase 44 : creating touchpointsEnvi
Page 354: Phase 44 : creating touchpointsVehi
Page 358: Phase 44 : creating touchpointsUnif
Page 362: Phase 44 : creating touchpointsEphe
Page 366: Phase 55 : managing assetsManaging
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
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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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