Designing brand identity : a complete guide to creating, building, and maintaining strong brands /
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| Author / Creator: | Wheeler, Alina. |
|---|---|
| Imprint: | Hoboken, NJ : John Wiley, c2003. |
| Description: | v, 229 p. : ill. (some col.) ; 29 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/4914803 |
Table of Contents:
- 1. Perception
- Introduction
- What is a brand?
- What is brand identity?
- Why does it work?
- When it is needed?
- Who creates it?
- Why invest in brand identity?
- Brand Identity Ideals
- Intro
- Vision
- Meaning
- Authenticity
- Differentiation
- Sustainability
- Coherence
- Flexibility
- Commitment
- Value
- Brand Identity Fundamentals
- Brand strategy
- Positioning
- Brand architecture
- Names
- Taglines
- Brandmarks overview
- Wordmark
- Letterform
- Pictorial
- Abstract
- 2. Process
- A process for success
- Managing the process
- Managing decisions
- Phase 1. Research and Analysis
- Understanding the business
- Using market research tools
- Customer insight
- Competitive audit
- Internal audit
- Phase 2. Creating Strategy
- Clarifying brand strategy
- Narrowing the focus
- The big idea
- Brand identity brief
- Naming
- Phase 3. Designing Brand Identity
- Designing symbols
- Logotype + signature design
- Color
- More color
- Typography
- Trial applications
- Presentation
- Phase 4. Building Brand Identity
- Introduction to applications
- Trademark process
- Letterhead
- Business card
- Brochure
- Packaging
- Website
- Signage
- Interior + exterior
- Vehicles
- Uniforms
- Ephemera
- Phase 5. Managing Assets
- Intro to managing assets
- Changing brand identity
- Launching brand identity
- Branding tools
- Standards content
- In-house design
- Building brand champions
- Reproduction files
- 3. Practice
- Case Studies
- Evolution
- Tate
- FedEx
- Brooklyn Academy of Music
- Amazon.com
- Harley-Davidson
- Chicago GSB
- Presbyterian Church
- The Franklin Institute Science Museum
- Zoom
- Mobil
- Census 2000
- Merger
- BP
- Cingular
- Citi
- Pharmacia
- Bank of America
- Creating the New
- Sanctum
- Tazo
- Martha Stewart
- 92
- White House Conference for Children
- Center City District
- Foodsource
- Appendices
- Origins of Brand Identity
- Global Metrics
- Bibliography
- Index
