AlinaWheeler-DesigningBrandIdentity

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FengFeng is an homage to the serenity and passionof the Asian culture. It delights guests with beauty,a heightened sense of discovery, and unprecedentedservice.*Feng is an Asian-inspired luxury retail experience in Kansas City,Missouri, that features runway fashions by Asian and other internationaldesigners, an eclectic collection of designer shoes and accessories,home furnishings, specialty teas, and a unique offering of children’sclothing, toys, and collectables.GoalsCreate a one-of-a-kind retailexperience.Celebrate the beauty ofAsian fashion, theatre andculture.Generate appreciation ofAsian design and aesthetics.Support local and globalcauses through the retailvenue.*Beth ZollarsProprietorFengFeng essence:Look eastPast the horizonReflections dance as oneButterfly dream224
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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
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Phase 55 : managing assetsGlobal me
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Extraordinary work is done for extr
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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 458: Coca-ColaCoke brings joy. It’s ha
Page 462: Eimer StahlEimer Stahl is a trim, a
Page 466: FedExFedEx embodies a twenty-first
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
Page 508: Process and strategy: When in 2003,
Page 512: Process and strategy: Laura Zindel
Page 516: 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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