TY  - BOOK
AU  - Wheeler,Alina
TI  - Designing brand identity: an essential guide for the entire branding team 
SN  - 0470401427
AV  - HD69.B7 W44 2009
U1  - 658.827 22
PY  - 2009///]
CY  - Hoboken, N.J.
PB  - John Wiley & Sons
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Trademarks
KW  - Design
KW  - Advertising
N1  - 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
ER  -