AlinaWheeler-DesigningBrandIdentity

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Coca-ColaCoke brings joy. It’s happiness in a bottle.Let’s find the truth and celebrate it.The Coca-Cola Company is the world’s largest beverage company.Founded in 1886, the company offers more than 2,800 products in over200 countries, it has over 90,000 associates and 300 bottling partners.On an average day, 1.2 billion people around the world have a Coca-Colaproduct. Coca-Cola, the soft drink, is the best-known product and brand inthe history of the world.GoalsMake Coke feel happy,fresh, and honest again.Visually leveragethe trademark’s iconic,enduring values.Drive compelling,cohesive 360brand experiences.Evoke meaningful andmemorable consumerconnections.Re-establishCoke’s reputation asa design leader.We had to bring forwardwhat was true about thebrand.Moira CullenFormer Group DirectorStrategic DesignCoca-Cola North AmericaPrinciples of iconic brandsDeveloped by Turner DuckworthConfidence to be simpleHonesty (no overpromising)In tune with the current cultureHighly considered use of iconsAttention to details218
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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
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Phase 44 : creating touchpointsEphe
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Phase 55 : managing assetsManaging
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Phase 55 : managing assetsChanging
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Phase 55 : managing assetsLaunching
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Phase 55 : managing assetsBuilding
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Phase 55 : managing assetsInternal
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Phase 55 : managing assetsBrand boo
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Phase 55 : managing assetsStandards
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Phase 55 : managing assetsStandards
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Phase 55 : managing assetsOnline br
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Phase 55 : managing assetsReproduct
Page 406: Phase 55 : managing assetsGlobal me
Page 410: Extraordinary work is done for extr
Page 414: ACLUThe American Civil Liberties Un
Page 418: Amazon.comAmazon.com seeks to be th
Page 422: ApotekApotek wants to be your local
Page 426: AssurantThe successful initial publ
Page 430: Aveda UrukuWe believe in beauty wit
Page 434: BeelineBeeline believes in life on
Page 438: BPBP has transformed from a local o
Page 442: California Academy of SciencesCalif
Page 446: CerealityWe created Cereality ® to
Page 450: Chambers GroupChambers Group’s co
Page 454: City Church EastsideCity Church Eas
Page 460: Process and strategy: Coca-Cola is
Page 464: Process and strategy: Unlike tradit
Page 468: Process and strategy: In a relation
Page 472: Process and strategy: Beth Zollars
Page 476: Process and strategy: Initially Cro
Page 480: Process and strategy: GE has a hist
Page 484: Process and strategy: The Good Hous
Page 488: Process and strategy: As an artist,
Page 492: Process and strategy: The things th
Page 496: When 90% of abrand’s visibility a
Page 500: Process and strategy: In 2002, afte
Page 504: 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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