Designing Brand Identity, an innovative approach -- blending practicality and creativity -- is now in full-color!

From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand Identity, 2nd edition helps companies create stronger brands by offering real substance.

With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, the book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand.

This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper.

Contents

Part 1: Illuminates the difference between brand and brand identity, and what it takes to be the best. It’s easy to bypass the fundamentals in the speed of a new project, and critical to establish a shared vocabulary for the entire branding team

Part 2: Presents a universal identity process that underlies all successful brand identity initiatives, regardless of the project’s scope and nature. This section answers the question “Why does it take so long?” and addresses collaboration and decision making

Part 3: Showcases best practices. Local and global, public and private, these highly successful projects, created by branding firms, design consultancies and in-house creative teams, inspire and exemplify original, flexible, lasting solutions

Index

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