Designing brand identity : an essential guide for the entire branding team / Alina Wheeler.

Includes bibliographical references (pages 292-293) and index.

Part 1. Presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team -- Brand basics -- What is brand? -- What is brand identity? -- What is branding? -- Who are stakeholders? -- Why invest? -- Brand strategy -- Positioning -- Big idea -- Customer experience -- Names -- Brand architecture -- Taglines -- Staying on message -- Cross Cultures -- Brand identity ideals -- Overview -- Vision -- Meaning -- Authenticity -- Differentiation -- Durability -- Coherence -- Flexibility -- Commitment -- Value -- Brand identity elements -- Brand marks -- Sequence of cognition -- Word marks -- Letter form marks -- Pictorial marks -- Abstract marks -- Emblems -- Characters -- Look and feel -- Brand forces -- Brand Dynamics -- Sustainability -- Social media -- Brand licensing -- Private labeling -- Certification -- Personal branding -- Before and after -- Merger -- New name -- Redesign -- Packaging -- Part 2. Presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?" -- A process for success -- Managing the process -- Measuring success -- Collaboration -- Decision making -- Insight -- Phase 1 Conducting research -- Overview -- Market research -- Usability -- Marketing audit -- Competitive audit -- Language audit -- Audit readout -- Phase 2 Clarifying strategy -- Overview -- Narrowing the focus -- Brand brief -- Naming -- Phase 3 Designing identity -- Overview -- Logotype + signature -- Color -- More color -- Typography -- Sound -- Motion -- Trial applications -- Presentation -- Phase 4 Creating touchpoints -- Overview -- Trademark process -- Letterhead -- Business card -- Collateral -- Website -- Favicons -- Signage -- Product design -- Packaing -- Advertising -- Environments -- Vehicles -- Uniforms -- Ephemera -- Phase 5 Managing assets -- Managing assets -- Overview -- Changing brand identity -- Launching brand identity -- Building brand champions -- Internal design teams -- Brand books -- Standards content -- Standards + guidelines -- Online branding tools -- Reproduction files -- Global metrics -- Best Practices -- Part 3. Showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution -- Aclu -- Amazon.com -- Apotek -- Assurant -- Aveda Uruku -- Beeline -- Bp -- California Academy of Sciences -- Cereality -- Chambers Group -- City ChurchEastside -- Coca-Cola -- Eimer Stahl -- Fed -- Ex -- Feng -- FORA.tv -- Ge -- Good Housekeeping Seal -- Heavy Bubble -- Herman Miller -- Hot Wheels -- Hp -- IUNI Educational -- Kort & Godt -- Laura Zindel -- Library of Congress -- Mo -- Ma -- The New School -- Nizuc -- Obama -- Olympic Games -- Park Angels -- PNC Virtual Wallet -- Presbyterian Church -- Preferred -- Saks Fifth Avenue -- Sugar -- Fish -- Superman -- Tate -- Thomas Jefferson's Poplar Forest --T Vo -- Unilever -- Vanguard ETFs -- Velfina -- Vueling -- The Wild Center -- Xohm.

Machine converted from AACR2 source record.