AlinaWheeler-DesigningBrandIdentity

More documents

Recommendations

Info

XohmXohm users experience a new level of mobile internetfreedom, downloading movies, watching video, andplaying games, whenever and wherever they want.Xohm is a new nationwide WiMAX wireless broadband network launched bySprint Nextel in 2008. Sprint Nextel offers a comprehensive range of communicationsservices, bringing mobility to consumer, business, and governmentcustomers. The company is widely recognized for developing, engineering, anddeploying innovative technologies. Its history goes back to 1899 with thefounding of the Brown Telephone Company.GoalsLaunch a new nationwidebrand.Transcend the competitionin the mobile WiMAX sector.Attract new customersand strategic partners.Design a comprehensivebrand identity system.Rebrand the Sprintmonorail station for CES2008 in Las Vegas.Express connectionand speed.The public access areato the largest consumerelectronics show in theworld was the ideal locationto launch Xohm and gainfirst mover advantage.Rodney AbbotSenior PartnerLippincottPhotography: © Peter Aaron/Esto290
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 56:
Less is moreAppleThink differentTar
Page 60:
Moments of truthDonovan/Green ident
Page 64:
Qualities of an effective nameThe r
Page 68:
Types of brand architectureVarious
Page 72:
Essential characteristicsA cross-se
Page 76:
Fundamental principles of staying o
Page 80:
Pay attentionNot every culture hasa
Page 84:
Brand identity idealscoherencemeani
Page 88:
Being a sustainable business isintr
Page 92:
The logo is the gatewayto the brand
Page 96:
Each day, 1.2 billion people around
Page 100:
Courtesy of allmyfaves.com39
Page 104:
Trademarks and their date of origin
Page 108:
Vueling: Saffron Brand ConsultantsA
Page 112:
Unilever leads its brands througha
Page 116:
GE has a commitment toprotecting it
Page 120:
Truvia natural sweetenerrepresents
Page 124:
Topology of marksThere are no hard
Page 128:
Name that brandArtist and cultural
Page 132:
Late July:Louise Fili Ltd.Dell:Sieg
Page 138:
Brand identity elementsPictorial ma
Page 142:
Brand identity elementsAbstract mar
Page 146:
Brand identity elementsEmblemsEmble
Page 150:
Brand identity elementsCharactersIt
Page 154:
Brand identity elementsLook and fee
Page 158:
Brand forcesBrand dynamicsWhat’s
Page 162:
Brand forcesSustainabilityMaking a
Page 166:
Brand forcesSocial mediaThe consume
Page 170:
Brand forcesBrand licensingLicensin
Page 174:
Brand forcesPrivate labelingFor man
Page 178:
Brand forcesCertificationAs the pro
Page 182:
Brand forcesPersonal brandingWe use
Page 186:
Before and afterAs organizations gr
Page 190:
Before and afterThe logo is the gat
Page 194:
Before and afterPackagingBeforeAfte
Page 198:
Work with talented people to create
Page 202:
ProcessA process for successThe bra
Page 206:
ProcessManaging the processAstute p
Page 210:
ProcessMeasuring successBrand ident
Page 214:
ProcessCollaborationGreat outcomes
Page 218:
ProcessDecision makingDecision maki
Page 222:
ProcessInsightDesigning an identity
Page 226:
Phase 11 : conducting researchCondu
Page 230:
Phase 11 : conducting researchMarke
Page 234:
Phase 11 : conducting researchUsabi
Page 238:
Phase 11 : conducting researchMarke
Page 242:
Phase 11 : conducting researchCompe
Page 246:
Phase 11 : conducting researchLangu
Page 250:
Phase 11 : conducting researchAudit
Page 254:
Phase 22 : clarifying strategyClari
Page 258:
Phase 22 : clarifying strategyNarro
Page 262:
Phase 22 : clarifying strategyBrand
Page 266:
Phase 22 : clarifying strategyNamin
Page 270:
Phase 33 : designing identityDesign
Page 274:
Phase 33 : designing identityLogoty
Page 278:
Phase 33 : designing identityColorC
Page 282:
Phase 33 : designing identityMore c
Page 286:
Phase 33 : designing identityTypogr
Page 290:
Phase 33 : designing identitySoundA
Page 294:
Phase 33 : designing identityMotion
Page 298:
Phase 33 : designing identityTrial
Page 302:
Phase 33 : designing identityPresen
Page 306:
Phase 44 : creating touchpointsCrea
Page 310:
Phase 44 : creating touchpointsTrad
Page 314:
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 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 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 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 470:
FengFeng is an homage to the sereni
Page 474:
FORA.tvFORA.tv provides videos of t
Page 478:
GEGE is imagination at work. GE peo
Page 482:
Good Housekeeping SealWhen the Good
Page 486:
Heavy BubbleHeavy Bubble is a servi
Page 490:
Herman MillerHerman Miller stands f
Page 494:
Hot WheelsHot Wheels encompasses sp
Page 498:
HPHP invents new technologies and s
Page 502:
IUNI EducacionalIUNI Educacional pr
Page 506:
Kort & GodtEverything begins with t
Page 510:
Laura ZindelMerging a passion for n
Page 514:
Library of CongressThe Library of C
Page 518:
MoMAThe Museum of Modern Art seeks
Page 522:
The New SchoolThe New School stands
Page 526:
NIZUCNIZUC reflects the ancient May
Page 530:
ObamaBarack Obama’s 2008 U.S. pre
Page 534:
Olympic GamesThe Olympic Games cele
Page 538:
Park AngelsWe are the Park Angels o
Page 542:
PNC Virtual WalletVirtual Wallet ma
Page 546:
Presbyterian ChurchThe two major br
Page 550: PreferredOur business philosophy ha
Page 554: (RED)(RED) embraces brands and empo
Page 558: Saks Fifth AvenueLong known for its
Page 562: sugarFISHEmbodying the philosophy o
Page 566: SupermanThe Superman brand goes dee
Page 570: TateTate reinvented the idea of a g
Page 574: Thomas Jefferson’s Poplar ForestT
Page 578: TiVoTiVo’s overriding philosophy
Page 582: UnileverUnilever’s mission is to
Page 586: Vanguard ETFsVanguard’s trusted h
Page 590: VelfinaVelfina is dedicated to deve
Page 594: VuelingVueling is straightforward a
Page 598: The Wild CenterThe Wild Center is a
Page 604: This is the beginning of anew chapt
Page 608: Klein, Naomi. No Logo. New York: Pi
Page 612: Bayn, 62, 63Bayne, Katie, 219BBC, 2
Page 616: Indexbrand identity process. See as
Page 620: IndexDunn, Dennis, 105Dunn, Michael
Page 624: IndexA Hundred Monkeys, 20, 122Hurd
Page 628: IndexMobil, 41Mok, Clement, 59, 271
Page 632: IndexRalph Lauren, 21Ramírez, Juan
Page 636: Indextrade dress, value, 48-49trade
Page 640: DESIGN/BUSINESSPraise for previous
show all

AlinaWheeler-DesigningBrandIdentity

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?