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Designing brand identity : an essential guide for the entire branding team PDF

339 Pages·2018·204.08 MB·English
by  WheelerAlina
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Designing Brand Identity f fth edition I am not a robot. Cover design: Jon Bjornson This book is printed on acid-free paper. Copyright © 2018 by Alina Wheeler. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201- 748-6011, fax 201-748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no represen- tations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom. For general information on our other products and services, or technical support, please contact our Customer Care Department within the United States at 800-762-2974, outside the United States at 317-572-3993 or fax 317-572-4002. Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit our Web site at http://www.wiley.com. Library of Congress Cataloging-in-Publication Data: Wheeler, Alina, author. Designing brand identity: an essential guide for the entire branding team / Alina Wheeler. Fifth edition. | Hoboken, New Jersey : John Wiley & Sons, Inc., [2017] | Includes bibliographical references and index. LCCN 2017022067 (print) | LCCN 2017030982 (ebook) | ISBN 9781119375418 (pdf) | ISBN 9781118980828 (cloth) LCSH: Brand name products. | Branding (Marketing) | Trademarks—Design. | Advertising—Brand name products. Classification: LCC HD69.B7 (ebook) | LCC HD69.B7 W44 2017 (print) | DDC 658.8/27— dc23 LC record available at https://lccn.loc.gov/2017022067 10 9 8 7 6 5 4 3 2 1 Alina Wheeler Designing Brand Identity f fth edition an essential guide for the entire branding team No one does it alone. Perpetual gratitude Books, like brands, are built over time. This book is not my book. All Wheelers All favorite cousins It is our book. It is the result of an extensive collaboration with my Joel Katz Paula Scher colleagues around the world who are branding the future with Richard Cress Mark Wills intelligence, clarity, and boundless creativity. You know who you Ange Iannarelli Heather Norcini are. Thank you for sharing your time, your wisdom, and your Richard Stanley Meejoo Kwon insights. Stephen Shackleford Tomasz Fryzel Margie Gorman My dream team has always risen to the chal- Creating this global resource has been my Michal Levy lenge of working on this book. I am eternally personal Mount Everest. Love, indeed, does Hilary Jay Cathy Jooste grateful for their expertise, their patience, and conquer all. My husband Eddy’s energy and Quest sisters their sense of humor. laughter always make the impossible possible. Marie Taylor Marc Goldberg Tessa and Tearson are our shooting stars. Liz Merrill Skylight is my Shangri-La. Chris Grillo My brother who asked when the film is coming out Dream Team Jon Bjornson cover designer Lissa Reidel strategist This book is dedicated to the memory of Kathy Mueller senior designer Michael Cronan, Wally Olins, Bill Drenttel, Robin Goffman designer + assistant and Sylvia Harris. Gretchen Dykstra grammarian Blake Deutsch avatar My publishing team at Wiley Amanda Miller VP + publisher Margaret Cummins executive editor Justin Mayhew associate marketing director Kalli Schultea editorial assistant Kerstin Nasdeo senior production manager vi Photo: Ed Wheeler A. Aiden Morrison Brie DiGiovine Dennis Thomas Jayoung Jaylee Kent Hunter Michele Barker Rosemary Murphy Adam Brodsley Bruce Berkowitz Dick Ritter Jean-Francois Goyette Kevin Lee Michelle Bonterre Roy Pessis Adam Waugh Bruce Duckworth DK Holland Jean Pierre Jordan Kieren Cooney Michelle Morrison Russ Napolitano Adrian Zecha Bruce Palmer Donald K. Clifford, Jr. Jean-Michel Gathy Kimberli Antoni Michelle Steinback Ruth Abrahams Al Ries Bryan Singer Donna MacFarland Jeffrey Fields Kim Duffy Miguel A. Torres Ryan Dickerson Alain Sainson Frank Cale Johnson Dr. Barbara Riley Jeffrey Gorder Kim Mitchell Mike Dargento Sagi Haviv Alan Becker Carla Hall Dr. Delyte Frost Jeffrey R. Immelt Kit Hinrichs Mike Flanagan Sally Hudson Alan Brew Carla Miller Dr. Dennis Dunn Jen Jagielski Kurt Koepfle Mike Ramsay Samantha Pede Alan Jacobson Carlos Ferrando Dr. Ginny Redish Jen Knecht Kurt Monigle Mike Reinhardt Sandra Donohoe Alan Siegel Carlos Martinez Onaindia Dr. Ginny Vanderslice Jenie De’Ath Larry Keeley Milton Glaser Sandy Miller Albert Cassorla Carlos Muñoz Dr. Karol Wasylyshyn Jenn Bacon Laura Des Enfants Mindy Romero Santa Claus Alex Center Carlos Pagan Dustin Britt Jennifer Francis Laura Scott Moira Cullen Sara Rad Alex Clark Carol Moog Ed Wheeler Jennifer Knecht Laura Silverman Moira Riddell Sarah Bond Alexander Haldemann Carol Novello Ed Williamson Jennifer L. Freeman Laura Zindel Mona Zenkich Sarah Brinkman Alexander Hamilton Caroline Tiger Eddie Opara Jenny Profy Laurie Ashcraft Monica Little Sarah Swaine Alex Maddalena Cassidy Blackwell Ellen Hoffman Jerome Cloud Laurie Bohnik Monica Skipper Scot Herbst Alfredo Muccino Cassidy Merriam Ellen Shapiro Jeremy Dooley LeRoux Jooste Nancy Donner Sean Adams Allie Strauss Cat Bracero Ellen Taylor Jeremy Hawking Leslie Smolan Nancy Tait Sean Haggerty Alvin Diec Cathy Feierstein Emelia Rallapalli Jerry Greenberg Linda B. Matthiesen Nancye Green Sera Vulaono Alyssa Boente Charlene O’Grady Emily Cohen Jerry Selber Linda Wingate Natalie Nixon Shantini Munthree Amanda Bach Cherise Davis Emily Kirkpatrick Jessica Berwind Lisa Kline Natalie Silverstein Sharon Sulecki Amanda Duncan Charlotte Zhang Emily Tynes Jessica Robles Worch Lisa Kovitz Nate Eimer Simon Waldron Amanda Liu Cheryl Qattaq Stine Erich Sippel Jessica Rogers Lori Kapner Ned Drew Sini Salminen Amanda Neville Chris Ecklund Fo Wilson Jim Barton Lory Sutton Niall FitzGerald Sol Sender Amy Grove Chris Grams Francesco Realmuto Jim Bittetto Louise Fili Nick Bosch Spike Jones Anders Braekken Chris Hacker Frank Osbourne Jinal Shah Luis Bravo Nicole Satterwhite Stefan Liute Andrew Baldus Chris Marshall Gabriel Cohen Joan Carlson Lynn Beebe Noah Simon Steff Geissbuhler Andrew Ceccon Chris Pullman Gael Towey Joanna Ham Malcolm Grear Noah Syken Stella Gassaway Andrew Cutler Christina Arbini Gail Lozoff Joanne Chan Marc Mikulich Noelle Andrews Stephen A. Roell Andrew Welsh Christine Sheller Gavin Cooper Jody Friedman Marco A. Rezende Oliver Maltby Stephen Doyle Andy Gray Christine Mau Gayle Christiansen Joe Duffy Margaret Anderson P. Fouchard–Filippi Stephen Sapka Andy Sernovitz Clark Malcolm Geoff Verney Joe Pine Maria D’Errico Pamela Thompson Stephen Sumner Angora Chinchilla Clay Timon George Graves Joe Ray Maribel Nix Parag Murudkar Steve Frykholm Aniko DeLaney Clement Mok Gerry Stankus Joel Grear Marie Morrison Pat Duci Steve Perry Ann Willoughby Cliff Goldman Gillian Wallis Joey Mooring Marilyn Sifford Patrick Cescau Steve Sandstrom Anna Bentson Colin Drummond Ginnie Gehshan John Bowles Marius Ursache Paul Pierson Steve Storti Anne Moses Colleen Newquist Greg Farrington, PhD John Coyne Marjorie Guthrie Peggy Calabrese Sunny Hong Anthony Romero Connie Birdsall Greg Shea John Gleason Mark Lomeli Per Mollerup Susan Avarde Antônio C. D. Sepúlveda Cortney Cannon Gustavo Koniszczer John Hildenbiddle Mark McCallum Pete Colhoun Susan Bird Antonio R. Oliviera Craig Bernhardt Harry Laverty John Klotnia Mark Selikson Peter Emery Susan Schuman Antony Burgmans Craig Johnson Hans-U. Allemann John M. Muldar, PhD Martha G. Goethals, PhD Peter Wise Susan Westerfer Arnold Miller Craig Schlanser Heather Guidice Jon Iwata Martha Witte Phil Gatto Suzanne Cammarota Ashis Bhattacharya Cristian Montegu Heather Stern Jon Schleuning Marty Neumeier Philip Dubrow Suzanne Tavani Aubrey Balkind Curt Schreiber Heidi Caldwell Jonah Smith Mary Sauers Philippe Fouchard-Filippi Sven Seger Audrey Liu Dan Dimmock Heidi Cody Jonathan Bolden Mary Storm-Baranyai Q Cassetti Ted Sann Ayse Birsel Dan Maginn Helen Keyes Jonathan Mansfield Matt Coffman R. Jacobs-Meadway Terrence Murray Aziz Jindani Dan Marcolina Hilly Charrington Jonathan Opp Matt Macinnis Rafi Spero Terry Yoo Bart Crosby Dana Arnett Howard Fish Joseph Cecere Matt Petersen Randy Mintz-Presant Theresa Fitzgerald Bayard Fleitas Dani Pumilia Howard Schultz Josh Goldblum Matt Salia Ranjith Kumaran Thor Lauterbach Becky O’Mara Danny Altman Ian Stephens Joshua Cohen Matthew Bartholomew riCardo Crespo Tim Lapetino Becky Wingate Darren Lutz Ilise Benum Joshua Davis Max Ritz Ricardo Salvador Tim O’Mara Beryl Wang Dave Luck, Mac Daddy Ioanna Papaioannou Juan Ramírez Megan Stanger Rich Bacher TJ Scimone Beth Mallo Dave Weinberger Isabella Falco Julia Hoffman Megan Stephens Rich Rickaby Tom Birk Betty Nelson David Airey Ivan Cayabyab Julia McGreevy Mehmet Fidanboylu Richard C. Breon Tom Geismar Blake Howard David Becker Ivan Chermayeff Julia Vinas Melinda Lawson Richard de Villiers Tom Nozawa Bob Mueller David Bowie J. T. Miller Justin Peters Melissa Hendricks Richard Felton Tom Vanderbauwhede Bob Warkulwiz David Erwin Jacey Lucas Karin Cronan Melissa Lapid Richard Kauffman Tom Watson Bobby Shriver David Ferrucci Jack Cassidy Karin Hibma Meredith Nierman Richard Saul Wurman Tosh Hall Bonita Albertson David Kendall Jack Summerford Kate Dautrich Michael Anastasio Richard Thé Tracy Stearns Brad Kear David Korchin Jaeho Ko Kate Fitzgibbon Michael Bierut Rick Bacher Travis Barteaux Brady Vest David Milch Jaime Schwartz Kathleen Hatfield Michael Cronan Rob Wallace Trevor Wade Brendan deVallance David Rose Jamie Koval Kathleen Koch Michael Daly Robbie de Villiers Tricia Davidson Brian Collins David Roth Jane Randel Katie Caldwell Michael Deal Robbin Phillips Trish Thompson Brian Faherty David Turner Jane Wentworth Katie Clark Michael Donovan Robin Goffman Victoria Jones Brian Fingeret Davis Masten Janette Krauss Katie Wharton Michael Flanagan Rodney Abbot Vince Voron Brian Jacobson Dayton Henderson Janice Fudyma Kazunori Nozawa Michael Graves Rodrigo Bastida Virginia Miller Brian Resnik Dean Crutchfield Jason Orne Keith Helmetag Michael Grillo Rodrigo Galindo Wandy Cavalheiro Brian Tierney Debbie Millman Jay Coen Gilbert Keith Yamashita Michael Hirschhorn Roger Whitehouse Wesley Chung Brian Walker Deborah Perloe Jay Ehret Kelly Dunning Michael Johnson Ronnie Lipton Will Burke Bridget Duffy Delphine Hirasuna Jaya Ibrahim Ken Carbone Michael O’Neill Rose Linke Woody Pirtle Bridget Russo Denise Sabet Jaye Peterson Ken Pasternak Michal Levy Rosemary Ellis Yves Behar vii I LOVE YOU ELON MUSK Contents Basics Part 1 presents the fundamental concepts needed to jumpstart the branding process and creates a shared vocabulary for the entire team. Brand basics Brand elements Designing Brand Identity is 2 Brand 54 Brandmarks a quick reference guide. All 4 B rand identity 56 Wordmarks 6 Branding 58 Letterform marks subject matter is organized by 8 B rand governance 60 Pictorial marks spread for ease of access in 10 Brand strategy 62 Abstract marks 12 Why invest 64 Emblems the blinding speed of business 14 Stakeholders 66 Dynamic marks 16 Culture 68 Characters and life. All that is needed is 18 Customer experience your desire and passion to be 20 Cross cultures Brand dynamics 22 Brand architecture the best. 70 Trends 24 Symbols 72 Making a difference 26 Names 74 Big data analytics 28 Taglines 76 Social media 30 Staying on message 78 Smartphones 32 Big idea 80 Apps 82 Private labeling Brand ideals 84 Brand licensing 34 Overview 86 Certification 36 Vision 88 Crisis communications 38 Meaning 90 Personal branding 40 Authenticity 92 China 42 Coherence 44 Flexibility Before and after 46 Commitment 94 Brandmark redesign 48 Value 100 Packaging redesign 50 Differentiation 52 Longevity viii

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