AlinaWheeler-DesigningBrandIdentity

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3 Best PracticesPart 3 showcases best practices.Local and global, public and private,these highly successful projectscreated by branding firms and designconsultancies inspire and exemplifyoriginal, flexible, lasting solutions.Case studies196 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 Xohm195
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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
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Phase 44 : creating touchpointsBusi
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Phase 44 : creating touchpointsColl
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Phase 44 : creating touchpointsWebs
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Phase 44 : creating touchpointsFavi
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Phase 44 : creating touchpointsSign
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Phase 44 : creating touchpointsProd
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Phase 44 : creating touchpointsPack
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Phase 44 : creating touchpointsAdve
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Phase 44 : creating touchpointsEnvi
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Phase 44 : creating touchpointsVehi
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Phase 44 : creating touchpointsUnif
Page 362: Phase 44 : creating touchpointsEphe
Page 366: Phase 55 : managing assetsManaging
Page 370: Phase 55 : managing assetsChanging
Page 374: Phase 55 : managing assetsLaunching
Page 378: Phase 55 : managing assetsBuilding
Page 382: Phase 55 : managing assetsInternal
Page 386: Phase 55 : managing assetsBrand boo
Page 390: Phase 55 : managing assetsStandards
Page 394: Phase 55 : managing assetsStandards
Page 398: Phase 55 : managing assetsOnline br
Page 402: Phase 55 : managing assetsReproduct
Page 406: Phase 55 : managing assetsGlobal me
Page 410: Extraordinary work is done for extr
Page 416: Process and strategy: The ACLU set
Page 420: Process and strategy: In 1999 Amazo
Page 424: Process and strategy: The Associati
Page 428: Process and strategy: Assurant form
Page 432: Process and strategy: Aveda prides
Page 436: Process and strategy: In 2005, the
Page 440: Process and strategy: Landor Associ
Page 444: Process and strategy: In fall 2008,
Page 448: Process and strategy: The co-founde
Page 452: Process and strategy: Chambers Grou
Page 456: Process and strategy: Scott Armstro
Page 460: 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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