AlinaWheeler-DesigningBrandIdentity

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Brand identity idealsDifferentiationBumper-to-bumper brands clamor for our attention. The world is a noisy place filledwith a panoply of choice. Why should consumers choose one brand over others? It is notenough to be different. Brands need to demonstrate their difference and make it easy forcustomers to understand that difference.If your brand suddenly didn’texist, would anyone miss it?A really good brand leaves abig gap.Juan Pablo RamírezBrand StrategistSaffron Brand ConsultantsWhen everybody zigs, zag.Marty NeumeierZAGIn order to be irreplaceable onemust always be different.Coco ChanelHouse of Chanel© Ed Wheeler Photography38
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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
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 102: Brand identity idealsDurabilityBran
Page 106: Brand identity idealsCoherenceWheth
Page 110: Brand identity idealsFlexibilityInn
Page 114: Brand identity idealsCommitmentA br
Page 118: Brand identity idealsValueCreating
Page 122: Brand identity elementsBrandmarksDe
Page 126: Brand identity elementsSequence of
Page 130: Brand identity elementsWordmarksA w
Page 134: Brand identity elementsLetterform m
Page 140: Pictorial marksFrom left to rightsu
Page 144: 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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