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Brand Identity Essentials, Revised and Expanded outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles. These include the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved.
A company’s identity encompasses far more than just its logo. Identity is crucial to establishing the public’s perception of a company, its products, and its effectiveness—and it’s the designer’s job to envision the brand and create what the public sees. Brand Identity Essentials, a classic design reference now updated and expanded, lays a foundation for brand building, illustrating the construction of strong brands through examples of world-class design.
Topics include: A Sense of Place, Cultural Symbols, Logos as Storytellers, What is “On Brand?”, Brand Psychology, Building an Online Identity, Managing Multiple Brands, Owning an Aesthetic, Logo Lifecycles, Programs That Stand Out, Promising Something, and Honesty is Sustainable
The new, revised edition expands each of the categories, descriptions, and selections of images, and incorporates emergent themes in digital design and delivery that have developed since the book first appeared.
Brand Identity Essentials is a must-have reference for budding design professionals and established designers alike.
From the Publisher
Brand Identity Essentials, Revised and Expanded
As people make choices in their personal and public lives, they seek meaningful experiences. A brand is a way for them to encapsulate and describe these things, often in a commercial context. A cynic may view branding as deception, but power in the right hands can yield positive results with a cultural impact—from the biggest ideas to the smallest details.
Despite everything that’s been written about brands, many are forgettable. In this second edition of Brand Identity Essentials, we present even more ideas for building strong brands. You may know a great brand when you see it, but brand builders often lack the vocabulary and tools to improve. Making a brand great is easier said than done.
This book is a guide for people who build brands: leaders, managers, and makers. The pages that follow explore the elements of brand identity, a much-referenced but often elusive topic for people who make day-to-day decisions about tactics, tools, and teams. This book addresses what can seem like fuzzy and subjective topics, connecting business to creativity and strategy to execution. It is also for learners and educators, serving as a course curriculum to teach and learn about brand building. Educators and course designers may find this book helpful in developing assignments for the classroom. Students may find the content helpful in making connections and filling gaps.
We hope that all manner of learners and professionals find this book helpful as their work adds to the cultural narrative of brand building.
Brands and Beliefs
It seems like everyone has an opinion about brands. We all believe we know what branding is, yet there are many different definitions and interpretations. Businesses consider brand development as part of a marketing plan, a way to package products and services. The news media understands branding as a tool of persuasion, public relations, or a way to reframe an argument. Is it an estate tax or death tax? And yet no one wants to be “branded.” After all, the word originated with ranchers forcibly tattooing livestock to keep track of them. We don’t want to see ourselves as part of the herd; we like to see ourselves making individual choices.
Building Brands
Brand building can be broken into two primary endeavors: brand meaning and brand experience. Brand meaning is a key question involving positioning—making strategic choices about audiences and promises. Brand identity is about perception, what people think, and what you might want them to think. Brand perception is the net result of customer experiences. The difficult truth is that your brand perception can be defined by your weakest link. Branding means being intentional and making choices that build your desired identity.
Brand Identity Framework
The Brand Identity Framework features two dimensions of brand building and management: brand levers and brand actions. Brand levers are themes that can be a reference point for brand builders and project teams. They offer a vocabulary and dials that can be tuned to create the desired effect. Brand actions represent how much and what kind of pressure you mean to apply to each lever. Together, they provide a way to think about and collaborate on brand decision making. The majority of this book is dedicated to exploring each brand lever by each level of brand action, breaking the problem into 100 digestible parts, with examples of work to illustrate the point and inspire brand teams.
Publisher : Rockport Publishers; Revised edition (April 16, 2019)
Language : English
Paperback : 232 pages
ISBN-10 : 1631597086
ISBN-13 : 978-1631597084
Item Weight : 1.85 pounds
Dimensions : 8.5 x 0.63 x 10 inches