AlinaWheeler-DesigningBrandIdentity

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Less is moreAppleThink differentTargetExpect more. Pay less.eBayThe world’s online marketplaceUnileverAdding vitality to lifeHarley DavidsonRider passionDisneyMake people happyVirgin MobileLive without a planGEImagination at workAt the heart of the strategyis our commitment to delightour guests by consistentlydelivering the right combinationof innovation, design, and valuein our merchandising, in ourmarketing, and in our stores.This is the essence of our‘Expect more. Pay less.’ brandpromise.Bob UlrichChairman and CEOTargetVolvoSafetyMethodPeople against dirtyFedExThe world on timeCoca-ColaHappiness in a bottleMini CooperLet’s motor.Core valuesBrand attributesDifferentiationValue propositionCentral ideaUnifying conceptClarifying Positioning Brand EssenceBig ideaCompetitive advantageBrand strategyBusiness categoryKey messagesVoice and tone17
Page 4: DesigningBrandIdentity
Page 8: Alina WheelerDesigningBrandIdentity
Page 16: Thank you to mycolleagues who share
Page 20: ProcessBest PracticesPart 2 present
Page 24: 1 BasicsPart 1 illuminates the diff
Page 28: Brand touchpointsEach touchpoint is
Page 32: Brand identity implies an asset.Cor
Page 36: When to start the processNew compan
Page 40: Key stakeholdersAs the branding pro
Page 44: Reasons to invest in brand identity
Page 48: Who develops brand strategy?It is u
Page 52: Repositioning historySneakersIn the
Page 58: Brand basicsCustomer experienceIt i
Page 62: Brand basicsNamesThe right name is
Page 66: Brand basicsBrand architectureBrand
Page 70: Brand basicsTaglinesTaglines influe
Page 74: Brand basicsStaying on messageStay
Page 78: Brand basicsCross culturesThe web h
Page 82: Brand identity idealsOverviewIdeals
Page 86: Brand identity idealsVisionVision r
Page 90: Brand identity idealsMeaningThe bes
Page 94: Brand identity idealsAuthenticityIn
Page 98: Brand identity idealsDifferentiatio
Page 102: Brand identity idealsDurabilityBran
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Brand identity idealsCoherenceWheth
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Brand identity idealsFlexibilityInn
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Brand identity idealsCommitmentA br
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Brand identity idealsValueCreating
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Brand identity elementsBrandmarksDe
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Brand identity elementsSequence of
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Brand identity elementsWordmarksA w
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Brand identity elementsLetterform m
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Pictorial marksFrom left to rightsu
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Abstract marksFrom left to rightHya
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Rusk Renovations:Louise Fili Ltd.Br
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Historic charactersCharacterUncle S
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OLIN is an internationallyrecognize
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Moving into the mainstreamWith some
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Questions worth askingChris HackerS
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No more one-way brand conversations
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Benefits of brand licensingDevelope
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Private Label Brand Architecture St
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HTTPS Https is “Hypertext Transfe
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IdentityWho are you?FELLOWEMPLOYEES
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New nameBeforeAfterThe new name is
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BeforeAfterJefferson’s handwritin
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BeforeAfterWe revolutionized Sesmar
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2 ProcessPart 2 presents a universa
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Process is a competitive advantageA
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Who manages the project?Client side
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Metrics for brand management Source
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Principles of collaborationDevelope
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Red flagsThe CEO (or global brandma
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designImagineRealizeCelebrateSimpli
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Baseline information to requestRequ
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Quantitative researchHow the resear
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Ethnography is the holisticstudy of
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Request materialsThe following is t
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Understanding the competitionWho ar
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Criteria for evaluating communicati
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Essential characteristicsAnalysis r
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Phase 2 scenariosDifferent scenario
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Keep movingEngage in meaningful dia
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Brand brief schematicAttributesIden
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RememberNames may be registeredin d
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A designer’s perspectivePaul Rand
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We wanted to simplifyNickelodeon’
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A true measure of brandstrategy suc
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Color triviaKodak was the first com
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Typeface family basicsTypefaces are
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Branding soundMotorsHarley-Davidson
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Motion principlesDeveloped by Sagi
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Testing the conceptIdentity design
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Presentation basicsPresentation str
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Creative briefThe creative brief ca
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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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