Designing Brand Identity

Alina Wheeler is a branding consultant and author. Her business is managing perception, her service is strategic imagination, and her passion is branding. She uses an engaging process to achieve brand clarity, revitalize brands, and re–energize collaborators. Designing Brand Identity has been translated into Chinese, Korean, Polish, Portuguese, Russian, and Vietnamese. Wheeler has also coauthored Brand Atlas: Branding Intelligence Made Visible.

Brand basics
2 What is brand?
4 What is brand identity?
6 What is branding?
8 Who are stakeholders?
10 Why invest?
12 Brand strategy
14 Cross cultures
16 Big idea
18 Customer experience
20 Brand architecture
22 Names
24 Taglines
26 Staying on message
Brand ideals
28 Overview
30 Vision
32 Meaning
34 Authenticity
36 Coherence
38 Flexibility
40 Commitment
42 Value
44 Differentiation
46 Sustainability
Brand elements
48 Brandmarks
50 Sequence of cognition
52 Wordmarks
54 Letterform marks
56 Pictorial marks
58 Abstract marks
60 Emblems
62 Dynamic marks
64 Characters
Brand dynamics
66 Overview
68 Making a difference
70 Social media
72 Mobile
74 Apps
76 Touch
78 Video
80 China
82 Private labeling
84 Brand licensing
86 Certification
88 Crisis communications
90 Personal branding
Before and after
92 Overview
94 Redesign
98 Packaging
Process basics
102 A process for success
104 Managing the process
106 Measuring success
108 Collaboration
110 Decision making
112 Intellectual property
114 Design management
Phase 1
Conducting research
116 Overview
118 Insight
120 Market research
122 Usability testing
124 Marketing audit
126 Competitive audit
128 Language audit
130 Audit readout
Phase 2
Clarifying strategy
132 Overview
134 Narrowing the focus
136 Positioning
138 Brand brief
140 Naming
142 Renaming
Phase 3
Designing identity
144 Overview
146 Logotype + signature
148 Look and feel
150 Color
152 More color
154 Typography
156 Sound
158 Animation
160 Trial applications
162 Presentation
Phase 4
Creating touchpoints
164 Overview
166 Website
168 Favicons
170 Correspondence
172 Business card
174 Collateral
176 Signage
178 Product design
180 Packaging
182 Advertising
184 Environments
186 Vehicles
188 Uniforms
190 Ephemera
Phase 5
Managing assets
192 Overview
194 Changing brand identity
196 Launching brand identity
198 Building brand champions
200 Brand books
202 Standards + guidelines
204 Standards content
206 Online branding tools
208 Reproduction files
Case studies
212 ACHC
214 ACLU
216 Adobe Community SwApp
218 Aether Apparel
220 Amazon.com
222 Beeline
224 Bela União
226 Beltline Bike Shop
228 California Academy of Sciences
230 Carnegie Fabrics
232 Chatype
234 Coca–Cola
236 Deloitte
238 Everwines
240 GE Brand Central
242 GE Sponsorship Central
244 Global Handwashing Day
246 Good Housekeeping Seal
248 Healthy Child Healthy World
250 Herman Miller
252 High Line
254 IBM 100 Icons of Progress
256 IBM Watson
258 Ieper
260 Inkling
262 Johnson Controls
264 Kleenex
266 L Arte del Gelato
268 Laura Zindel
270 Minnesota Historical Society
272 MoMA
274 Nizuc
276 NO MORE
278 Olympic Games
280 Peru
282 PNC
284 (RED)
286 Santos Brasil
288 Schoolhouse Electric & Supply Co.
290 Slice
292 SocialMedia.org
294 Spectrum Health System
296 SPIN!
298 Starbucks
300 SUGARFISH
302 Tunerfish
304 U by Kotex
306 Unstuck
308 Vueling
310 Willoughby Design Barn
312 Wonderopolis
314 Biliography
316 Index
326 About the author