Table of Contents
Part 1 presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team.
Brand basics
What is brand? 2
What is brand identity? 4
What is branding? 6
Who are stakeholders? 8
Why invest? 10
Brand strategy 12
Positioning 14
Big idea 16
Customer experience 18
Names 20
Brand architecture 22
Taglines 24
Staying on message 26
Cross Cultures 28
Brand identity ideals
Overview 30
Vision 32
Meaning 34
Authenticity 36
Differentiation 38
Durability 40
Coherence 42
Flexibility 44
Commitment 46
Value 48
Brand identity elements
Brand marks 50
Sequence of cognition 52
Word marks 54
Letter form marks 56
Pictorial marks 58
Abstract marks 60
Emblems 62
Characters 64
Look and feel 66
Brand forces
Brand Dynamics 68
Sustainability 70
Social media 72
Brand licensing 74
Private labeling 76
Certification 78
Personal branding 80
Before and after
Merger 82
New name 83
Redesign 84
Packaging 86
Part 2 presents a universal brand identity process regardless of the project's scope and nature. This section answers the question "Why does it take so long?"
A process for success 90
Managing the process 92
Measuring success 94
Collaboration 96
Decision making 98
Insight 100
Phase 1 Conducting research
Overview 102
Market research 104
Usability 106
Marketing audit 108
Competitive audit 110
Language audit 112
Audit readout 114
Phase 2 Clarifying strategy
Overview 116
Narrowing the focus 118
Brand brief 120
Naming 122
Phase 3 Desinging identity
Overview 124
Logotype + signature 126
Color 128
More color130
Typography 132
Sound 134
Motion 136
Trial applications 138
Presentation 140
Phase 4 Creating touch points
Overview 142
Trademark process 144
Letterhead 146
Business card 148
Collateral 150
Website 152
Favicons 154
Signage 156
Product design 158
Packaing 160
Advertising 162
Environments 164
Vehicles 166
Uniforms 168
Ephemera 170
Phase 5 Managing assets
Managing assets
Overview 172
Changing brand identity 174
Launching brand identity 176
Building brand champions 178
Internal design teams 180
Brand books 182
Standards content 184
Standards + guidelines 186
Online branding tools 188
Reproduction files 190
Global metrics 192
Best Practices
Part 3 showcases best practices: Local and global, public and private, these projects inspire and examplity original flexible, lasting solution.
ACLU 196
Amazon.com 198
Apotek 200
Assurant 202
Aveda Uruku 204
Beeline 206
BP 208
California Academy of Sciences 210
Cereality 212
Chambers Group 214
City Church Eastside 216
Coca-Cola 218
Eimer Stahl 220
FedEx 222
Feng 224
FORA.tv 226
GE 228
Good Housekeeping Seal 230
Heavy Bubble 232
Herman Miller 234
Hot Wheels 236
HP 238
IUNI Educational 240
Kort & Godt 242
Laura Zindel 244
Library of Congress 246
MoMA 248
The New School 250
NIZUC 252
Obama 254
Olympic Games 256
Park Angels 258
PNC Virtual Wallet 260
Presbyterian Church 262
Preferred 264
(RED) 266
Saks Fifth Avenue 268
SugarFISH 270
Superman 272
Tate 274
Thomas Jefferson's Poplar Forest 276
TiVo 278
Unilever 280
Vanguard ETFs 282
Velfina 284
Vueling 286
The Wild Center 288
Xohm 290
Bibliography 292
Index 294
About the author 310