{"product_id":"designing-brand-identity-isbn-9781119984818","title":"Designing Brand Identity","description":"\u003cp\u003e\u003cb\u003eRevised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIt’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. \u003c\/p\u003e\u003cp\u003eThe sixth edition of \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. \u003c\/p\u003e\u003cp\u003eOrganized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eOver 100 branding subjects, checklists, tools, and diagrams\u003c\/li\u003e \u003cli\u003eMore than 50 all-new case studies that describe goals, process, strategy, solutions, and results\u003c\/li\u003e \u003cli\u003eNew content on artificial intelligence, virtual reality, social justice, and evidence-based marketing\u003c\/li\u003e \u003cli\u003eAdditional examples of the best\/most important branding and design work of the past few years\u003c\/li\u003e \u003cli\u003eOver 700 illustrations of brand touchpoints\u003c\/li\u003e \u003cli\u003eMore than 400 quotes from branding experts, CEOs, and design gurus\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eWhether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the quintessential resource. From research to brand strategy, design execution to launch and governance, \u003ci\u003eDesigning Brand identity\u003c\/i\u003e is a compendium of tools for branding success and best practices for inspiration. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eBasics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 presents the fundamental concepts needed to kick-start the branding process and creates a shared vocabulary for the entire team.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand Basics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e2 Brand\u003c\/p\u003e \u003cp\u003e4 Branding\u003c\/p\u003e \u003cp\u003e6 Brand identity\u003c\/p\u003e \u003cp\u003e8 Brand strategy\u003c\/p\u003e \u003cp\u003e10 Why invest\u003c\/p\u003e \u003cp\u003e12 Stakeholders\u003c\/p\u003e \u003cp\u003e14 Organizational culture\u003c\/p\u003e \u003cp\u003e16 Brand experience\u003c\/p\u003e \u003cp\u003e18 Brand architecture\u003c\/p\u003e \u003cp\u003e20 Visual identity\u003c\/p\u003e \u003cp\u003e22 Messaging and voice\u003c\/p\u003e \u003cp\u003e24 Brand governance\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand ideals\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e26 Overview\u003c\/p\u003e \u003cp\u003e28 Vision\u003c\/p\u003e \u003cp\u003e30 Meaning\u003c\/p\u003e \u003cp\u003e32 Authenticity\u003c\/p\u003e \u003cp\u003e34 Coherence\u003c\/p\u003e \u003cp\u003e36 Flexibility\u003c\/p\u003e \u003cp\u003e38 Commitment\u003c\/p\u003e \u003cp\u003e40 Value\u003c\/p\u003e \u003cp\u003e42 Differentiation\u003c\/p\u003e \u003cp\u003e44 Longevity\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand Elements\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e46 Names\u003c\/p\u003e \u003cp\u003e48 Brandmarks\u003c\/p\u003e \u003cp\u003e50 Wordmarks\u003c\/p\u003e \u003cp\u003e52 Letterform marks\u003c\/p\u003e \u003cp\u003e54 Pictorial marks\u003c\/p\u003e \u003cp\u003e56 Abstract marks\u003c\/p\u003e \u003cp\u003e58 Emblems\u003c\/p\u003e \u003cp\u003e60 Dynamic marks\u003c\/p\u003e \u003cp\u003e62 Taglines\u003c\/p\u003e \u003cp\u003e64 Characters\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrand dynamics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e66 Overview\u003c\/p\u003e \u003cp\u003e68 Social justice\u003c\/p\u003e \u003cp\u003e70 Sustainability\u003c\/p\u003e \u003cp\u003e72 Global and local\u003c\/p\u003e \u003cp\u003e74 Artificial intelligence\u003c\/p\u003e \u003cp\u003e76 Big data analytics\u003c\/p\u003e \u003cp\u003e78 Social media\u003c\/p\u003e \u003cp\u003e80 Digital interfaces\u003c\/p\u003e \u003cp\u003e82 Mobile apps\u003c\/p\u003e \u003cp\u003e84 Evidence-based marketing\u003c\/p\u003e \u003cp\u003e86 Private labeling\u003c\/p\u003e \u003cp\u003e88 Brand licensing\u003c\/p\u003e \u003cp\u003e90 Certification\u003c\/p\u003e \u003cp\u003e92 Crisis communications\u003c\/p\u003e \u003cp\u003e94 Personal branding\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBefore and after\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e96 Overview\u003c\/p\u003e \u003cp\u003e98 Brandmark redesign\u003c\/p\u003e \u003cp\u003e102 Packaging redesign\u003c\/p\u003e \u003cp\u003e104 Renaming\u003c\/p\u003e \u003cp\u003e\u003cb\u003eProcess \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 presents a universal process regardless of the project’s scope and nature. This section answers the question “Why does it take so long?”\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eProcess basics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e108 Overview\u003c\/p\u003e \u003cp\u003e110 Managing the process\u003c\/p\u003e \u003cp\u003e112 Brand initiatives\u003c\/p\u003e \u003cp\u003e114 Measuring success\u003c\/p\u003e \u003cp\u003e116 Collaboration\u003c\/p\u003e \u003cp\u003e118 Decision making\u003c\/p\u003e \u003cp\u003e120 Intellectual property\u003c\/p\u003e \u003cp\u003e122 Design management\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 1 Conducting research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e124 Overview\u003c\/p\u003e \u003cp\u003e126 Defining the problem\u003c\/p\u003e \u003cp\u003e128 Market research\u003c\/p\u003e \u003cp\u003e130 Usability testing\u003c\/p\u003e \u003cp\u003e132 Marketing audit\u003c\/p\u003e \u003cp\u003e134 Competitive audit\u003c\/p\u003e \u003cp\u003e136 Verbal audit\u003c\/p\u003e \u003cp\u003e138 Findings report\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 2 Clarifying strategy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e140 Overview\u003c\/p\u003e \u003cp\u003e142 Narrowing the focus\u003c\/p\u003e \u003cp\u003e144 Positioning\u003c\/p\u003e \u003cp\u003e146 Brand brief\u003c\/p\u003e \u003cp\u003e148 Naming\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 3 Designing identity\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e150 Overview\u003c\/p\u003e \u003cp\u003e152 Identity system design\u003c\/p\u003e \u003cp\u003e154 Look and feel\u003c\/p\u003e \u003cp\u003e156 Color\u003c\/p\u003e \u003cp\u003e158 Typography\u003c\/p\u003e \u003cp\u003e160 Iconography\u003c\/p\u003e \u003cp\u003e162 Sound\u003c\/p\u003e \u003cp\u003e164 Other senses\u003c\/p\u003e \u003cp\u003e166 Trial applications\u003c\/p\u003e \u003cp\u003e168 Presentation\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 4 Creating touchpoints\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e170 Overview\u003c\/p\u003e \u003cp\u003e172 Content strategy\u003c\/p\u003e \u003cp\u003e174 Website\u003c\/p\u003e \u003cp\u003e176 Collateral\u003c\/p\u003e \u003cp\u003e178 Stationery\u003c\/p\u003e \u003cp\u003e180 Product design\u003c\/p\u003e \u003cp\u003e182 Packaging\u003c\/p\u003e \u003cp\u003e184 Advertising\u003c\/p\u003e \u003cp\u003e186 Branded environments\u003c\/p\u003e \u003cp\u003e188 Signage and wayfinding\u003c\/p\u003e \u003cp\u003e190 Vehicles\u003c\/p\u003e \u003cp\u003e192 Uniforms\u003c\/p\u003e \u003cp\u003e194 Ephemera\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePhase 5 Managing assets\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e196 Overview\u003c\/p\u003e \u003cp\u003e198 Changing brand assets\u003c\/p\u003e \u003cp\u003e200 Launching\u003c\/p\u003e \u003cp\u003e202 Building brand champions\u003c\/p\u003e \u003cp\u003e204 Online brand centers\u003c\/p\u003e \u003cp\u003e206 Guidelines\u003c\/p\u003e \u003cp\u003e208 Guidelines content\u003c\/p\u003e \u003cp\u003e210 Brand books\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBest Practices\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCase studies\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e214 AC Milan\u003c\/p\u003e \u003cp\u003e216 Adventr\u003c\/p\u003e \u003cp\u003e218 Airbnb China\u003c\/p\u003e \u003cp\u003e220 Algramo\u003c\/p\u003e \u003cp\u003e222 Batiste\u003c\/p\u003e \u003cp\u003e224 Better Place Forests\u003c\/p\u003e \u003cp\u003e226 Bcg X\u003c\/p\u003e \u003cp\u003e228 Campbell\u003c\/p\u003e \u003cp\u003e230 Chobani\u003c\/p\u003e \u003cp\u003e232 City of Vienna\u003c\/p\u003e \u003cp\u003e234 Deloitte\u003c\/p\u003e \u003cp\u003e236 DonorsChoose\u003c\/p\u003e \u003cp\u003e238 DuPont\u003c\/p\u003e \u003cp\u003e240 Eames Institute\u003c\/p\u003e \u003cp\u003e242 Eat Curious\u003c\/p\u003e \u003cp\u003e244 82nd Street Partnership\u003c\/p\u003e \u003cp\u003e246 Filthy\u003c\/p\u003e \u003cp\u003e248 Folx\u003c\/p\u003e \u003cp\u003e250 Fremtind\u003c\/p\u003e \u003cp\u003e252 Gentari\u003c\/p\u003e \u003cp\u003e254 Gsk\u003c\/p\u003e \u003cp\u003e256 Helen of Troy\u003c\/p\u003e \u003cp\u003e258 High Street Market \u0026amp; Deli\u003c\/p\u003e \u003cp\u003e260 Hootsuite\u003c\/p\u003e \u003cp\u003e262 Hopscotch\u003c\/p\u003e \u003cp\u003e264 Human Rights First\u003c\/p\u003e \u003cp\u003e266 Italicus\u003c\/p\u003e \u003cp\u003e268 Jodrell Bank\u003c\/p\u003e \u003cp\u003e270 KatKin\u003c\/p\u003e \u003cp\u003e272 Kia\u003c\/p\u003e \u003cp\u003e274 Lavish Pizza\u003c\/p\u003e \u003cp\u003e276 Lego\u003c\/p\u003e \u003cp\u003e278 Longfu\u003c\/p\u003e \u003cp\u003e280 Lucid Motors\u003c\/p\u003e \u003cp\u003e282 Lumanity\u003c\/p\u003e \u003cp\u003e284 The Mellon Foundation\u003c\/p\u003e \u003cp\u003e286 Oli!\u003c\/p\u003e \u003cp\u003e288 oLiv\u003c\/p\u003e \u003cp\u003e290 OneTen\u003c\/p\u003e \u003cp\u003e292 Pan-Afrikan Design Institute\u003c\/p\u003e \u003cp\u003e294 Papier\u003c\/p\u003e \u003cp\u003e296 Perth Airport\u003c\/p\u003e \u003cp\u003e298 Petbarn\u003c\/p\u003e \u003cp\u003e300 Piedmont Art Walk\u003c\/p\u003e \u003cp\u003e302 Saga\u003c\/p\u003e \u003cp\u003e304 Salehiya\u003c\/p\u003e \u003cp\u003e306 Santa Barbara Botanic Garden\u003c\/p\u003e \u003cp\u003e308 Sense\u003c\/p\u003e \u003cp\u003e310 Spotify\u003c\/p\u003e \u003cp\u003e312 Sun Day Carwash\u003c\/p\u003e \u003cp\u003e314 US Open\u003c\/p\u003e \u003cp\u003e316 Viva\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAlina Wheeler\u003c\/b\u003e is a branding consultant who engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences at every touchpoint. Her best-selling book, \u003ci\u003eDesigning Brand Identity,\u003c\/i\u003e published in 11 languages, was the first book to deconstruct the branding process into a universal, five-phase methodology. She is a past Board member of AIGA and a member of the advisory council for The Dictionary of Brand. She speaks frequently to executives, practitioners, and students around the world. She is also the co-author of \u003ci\u003eBrand Atlas: Branding Intelligence Made Visible\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eRob Meyerson\u003c\/b\u003e is principal and founder of Heirloom, an independent brand strategy and identity firm. His specialties include naming, brand strategy, brand architecture, and messaging, and past clients include Adobe, John Deere, Disney, and Hewlett Packard Enterprise. Prior to Heirloom, Rob's previous roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand, Southeast Asia. Rob is the author of \u003ci\u003eBrand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service\u003c\/i\u003e and has published articles about brand strategy and naming in \u003ci\u003eHarvard Business Review, Business Insider, The Guardian, TechCrunch,\u003c\/i\u003e and \u003ci\u003eEntrepreneur\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003eWhether you're managing a rebrand or educating your staff or students about brand fundamentals, \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the quintessential resource. The sixth edition has been updated throughout to address the challenges faced by branding professionals today. From research to brand strategy, design execution to launch and governance, \u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is a compendium of tools and best practices that demystifies, inspires, and provides a road map to creating sustainable and successful brands.\u003c\/p\u003e \u003cp\u003e3 sections: brand fundamentals, process basics, and case studies\u003cbr\u003e100+ branding subjects, from culture and social media to positioning and guidelines\u003cbr\u003e50+ all-new case studies that describe goals, process, strategy, solutions, and results\u003cbr\u003eNew content on AI, VR, social justice, iconography, and evidence-based marketing\u003cbr\u003e800+ images, diagrams, and examples of brand touchpoints\u003cbr\u003e400+ quotes from branding experts, executives, and design gurus\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the best book on the what, how, and why of identity design (it is a bible) and the book gets better and broader with each update. The 6th edition is indispensable for all identity designers, strategists, and clients.\u003c\/p\u003e \u003cp\u003ePaula Scher\u003cbr\u003ePartner\u003cbr\u003ePentagram\u003c\/p\u003e \u003cp\u003eIf you read one book on branding this year, make it \u003ci\u003eDesigning Brand Identity.\u003c\/i\u003e The 6th edition features everything you need to know to build a killer brand identity—all done in a hands-on, practical manner.\u003c\/p\u003e \u003cp\u003eAna Andjelic\u003cbr\u003eChief Brand Officer, Esprit\u003cbr\u003eAuthor, \u003ci\u003eThe Business of Aspiration\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDesigning Brand Identity\u003c\/i\u003e is the book that first taught me how to build brands. For over a decade, it’s been my blueprint for using design to impact people, culture, and business.\u003c\/p\u003e \u003cp\u003eAlex Center\u003cbr\u003eFounder\/Creative Director\u003cbr\u003eCENTER\u003c\/p\u003e \u003cp\u003eBranding, demystified. Bursting with pragmatic insights you won’t find anywhere else and all new case studies from around the world, this book is an essential guide for anyone building a brand today.\u003c\/p\u003e \u003cp\u003eSunny Bonnell\u003cbr\u003eCofounder + CEO\u003cbr\u003eMotto\u003csup\u003e®\u003c\/sup\u003e\u003c\/p\u003e \u003cp\u003eWant to understand what branding really is—and how it’s done? Get your hands on Alina Wheeler and Rob Meyerson’s \u003ci\u003eDesigning Brand Identity.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChris Do\u003cbr\u003eFounder + CEO\u003cbr\u003eThe Futur\u003c\/p\u003e \u003cp\u003e\u003ci\u003eDesigning Brand Identity\u003c\/i\u003e stands as a testament to Alina Wheeler’s legacy of creating resources that shape creative thinking and strategic branding. The Chobani Creative Team is humbled to be included in these pages.\u003c\/p\u003e \u003cp\u003eMay Aboubakr\u003cbr\u003eVice President, Creative + Marketing Operations\u003cbr\u003eChobani\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989048017125,"sku":"NP9781119984818","price":53.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119984818.jpg?v=1761782579","url":"https:\/\/k12savings.com\/products\/designing-brand-identity-isbn-9781119984818","provider":"K12savings","version":"1.0","type":"link"}