Designing Brand Identity

Synopsis

Designing Brand Identity

Design/Business

Whether you're the project manager for your company's rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

3 sections: brand fundamentals, process basics, and case studies.
Over 100 branding subjects, checklists, tools, and diagrams.
50 case studies that describe goals, process, strategy, solution, and results.
Over 700 illustrations of brand touchpoints.
More than 400 quotes from branding experts, CEOs, and design gurus.

Designing Brand Identity is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders-global and local. It's an essential reference for implementing an entire brand system.
Carlos Martinez Onaindia
Global Brand Studio Leader
Deloitte

Alina Wheeler explains better than anyone else what identity design is and how it functions. There's a reason this is the 5th edition of this classic.
Paula Scher
Partner
Pentagram

Designing Brand Identity is the book that first taught me how to build brands. For the past decade, it's been my blueprint for using design to impact people, culture, and business.
Alex Center
Design Director
The Coca-Cola Company

Alina Wheeler's book has helped so many people face the daunting challenge of defining their brand.
Andrew Ceccon
Executive Director, Marketing
FS Investments

If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible.
Olka Kazmierczak
Founder
Pop Up Grupa

The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted.
Jennifer Francis
Director of Marketing, Communications, and Visitor Experience
Louvre Abu Dhabi

Summary

Chapter 1: The Importance of Brand Identity

Summary:
This chapter highlights the significance of brand identity in the modern business landscape. It emphasizes that a strong brand identity establishes a recognizable and memorable presence, differentiates a company from competitors, and fosters trust and loyalty among customers.

Example:
Starbucks, the global coffeehouse chain, has successfully built a strong brand identity through its distinctive logo, green packaging, and consistent in-store experience. This identity has helped Starbucks become a recognized and beloved brand, attracting customers worldwide.

Chapter 2: The Elements of Brand Identity

Summary:
This chapter delves into the various elements that constitute a brand identity, including the brand name, logo, tagline, colors, typography, and imagery. It explains how these elements work together to create a cohesive identity that effectively conveys the brand's message and personality.

Example:
Nike, the sportswear giant, uses its iconic "swoosh" logo, bold typography, and aggressive messaging to create a brand identity that represents athleticism, innovation, and competition. This identity has resonated with consumers, making Nike one of the most recognizable brands in the world.

Chapter 3: Brand Strategy

Summary:
This chapter introduces the concept of brand strategy, which involves defining the company's brand vision, mission, and values. It highlights the importance of aligning brand identity with the company's business goals and target audience.

Example:
Unilever, the multinational consumer goods company, has developed a brand strategy that focuses on creating sustainable, healthy, and affordable products. This strategy has shaped its various brand identities, including Dove's focus on empowering women and Ben & Jerry's commitment to social justice.

Chapter 4: Brand Identity Systems

Summary:
This chapter explores brand identity systems, which provide guidelines for the consistent application of brand elements across various platforms and materials. It explains the importance of developing a comprehensive brand style guide that ensures uniformity and brand integrity.

Example:
The US government has established a brand identity system for all federal agencies. This system specifies the use of the official federal seal, colors, and typography to create a unified and recognizable presence for all government communications.

Chapter 5: Brand Experience

Summary:
This chapter discusses the concept of brand experience, which encompasses all interactions that customers have with a brand. It emphasizes the importance of creating a consistent and memorable experience across all touchpoints, including customer service, retail stores, and online platforms.

Example:
Apple, the technology giant, is known for its exceptional brand experience. Its sleek retail stores, intuitive products, and responsive customer support contribute to a seamless and enjoyable experience for its customers, reinforcing the brand's reputation for innovation and excellence.