AlinaWheeler-DesigningBrandIdentity

Smart Option private label (Giant Eaglebrand), 77Smart Options private label (Food Lionbrand), 77Smith, Fred, 222Smokey the Bear, 65Smolan, Leslie, 253sneakers, 15social mediabrand forces, 69, 72–73, 80–81process measurement, 95Soden, Jack, 74Sol Sender LLC, 34, 254, 255Sony, 140sound, 134–35Spectrum Health, 50, 173Spiekermann, Erik, 132spirit (brand) books, asset management,182–83spokespersons, 134, 135Sprint, 51, 61, 290–91SRS energy prototype tile, 159stakeholdersbrand strategy, 121identification of, 8–9interviews with, 103standards and guidelines, 95, 184–87Starbucks Coffee, 19, 28, 62, 165Starkist tuna, 65stationerymetric system conversion, 192–93touchpoint process, 146–47Statue of Liberty, 197stay on message, 26–27Steinhart Aquarium (CaliforniaAcademy of Sciences, SanFrancisco, California), 210–11Stellarvisions, 152, 215, 233Steppenwolf, 167Stewart, Martha, 21strategy. See brand strategyStringer, Adam, 83, 168Strunk, William Jr., 27, 112Studio 7.5, 33Studio 360, 63, 138Stumpf, Bill, 32, 33sugarFISH (Marina Del Rey,California), 59, 270–71Summerford Design, 56–57Superman, 272–73Superman Brand Book, 272–73Supervalue, 77Sussman, Deborah, 256sustainability, 69, 70–71, 92Sutton & Dodge private label, 77symbolsbrand identity ideals, 34–35brandmarks, 51cross-cultural appeal, 28–29letterform marks, 56–57syndicated data, research, 105synonyms, brandmarks, 51Sysmex, 176Ttaglines, 24–25, 50–51, 207Tang (Kraft Foods), 23tap water, 15Target, 15, 17, 25, 51, 77Taste of Inspiration private label, 77Tate (London), 51, 133, 274–75Tate typeface, 133Tate (UK), 117Tazo, 63, 117team factors, process management, 92Telemundo, 56–57TeleTech, 150Terrazas, Eduardo, 256Tesco, 77Thomas, Andrea, 76Thomas Jefferson’s Poplar Forest, 85,126, 276–77Thompson, Pamela, 120Thompson, Trish, 165365 Organic private label, 77333 Belrose Bar & Grill, 63Tierney, Brian P., 90Tierney Communications, 90Tiffany & Co., 128, 224, 269TIF files, 191time factors, process management, 92Time Warner, 61Timon, Clay, 223TiVo, 21, 51, 63, 162, 278–79Today Show (TV show), 231TOMS Shoes, 71Tony the Tiger, 65Tory Burch, 51Toshiba, 25TouchGraph, 68touchpoint(s), 3, 7, 10, 11, 26, 42,70, 95touchpoint process, 142–71advertising, 162–63business card, 148–49collateral design, 150–51creative brief, 143environments, 164–65ephemera, 170–71favicons, 154–55letterhead, 146–47packaging, 160–61product design, 158–59signage, 156–57trademark process, 144–45uniforms, 168–69vehicles, 166–67website, 152–53Towey, Gael, 128Toys “R” Us, 21305