Designing Brand Identity: An Essential Guide for the - Design Guide

321 Pages·2010·18.2 MB·English

by  Alina Wheeler

Designing
Brand
Identity
This book is printed on acid-free paper.
Copyright © 2009 by John Wiley & Sons, Inc. All rights reserved
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Cataloging-in-Publication Data:
Wheeler, Alina
Designing brand identity: an essential guide for the entire branding team
by Alina Wheeler.—3rd ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-470-40142-2 (cloth)
1. Brand name products. 2. Branding (Marketing). 3. Trademarks—Design.
4. Advertising—Brand name products. I. Title.
HD69.B7W44 2009
658.8’27—dc22 2009018429
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
Alina Wheeler
Designing
Brand
Identity
an essential guide for the entire branding team
John Wiley & Sons, Inc.
No one does it alone.
Hello
No one does it alone (in branding and in life). This Why should they care? The process to achieve
is a resource for the whole branding team—from remarkable results is the same whether you are
the CEO to the creative director to the designer an entrepreneur with an audacious big idea, or
and brand strategist. I want to make it easy to a global company with hundreds of brands and
quickly grasp the fundamentals and be inspired thousands of employees.
by best practices; I want to make it easy to seize
Books, like brands, are built over time. Creating
every opportunity to delight customers and
this resource has been my personal Mount
attract prospects; and I want to make it easy to
Everest. Love, indeed, does conquer all. My
build brand equity.
husband Eddy’s boundless energy and laughter
The tools have changed. The fundamentals have always make the impossible possible. Tessa and
not. The questions are the same whether you’re Tearson are my shooting stars. Skylight is my
on Facebook or in Shanghai: Who are you? Who Shangri-la.
needs to know? How will they find out?
vi
Thank you to my Dani Pumilia Jim Bittetto Meejoo Kwon Stefan Liute
Danny Altman Jinal Shah Melinda Lawson Steff Geissbuhler
colleagues who shared
Dave Luck, Mac Daddy Joan Carlson Melissa Lapid Stella Gassaway
their time + wisdom
David Becker Joanna Ham Meredith Nierman Stephen Doyle
David Kendall Joanne Chan Michael Bierut Stephen Sapka
David Milch Jody Friedman Michael Cronan Steve Frykholm
Abbott Miller
David Rose Joe Duffy Michael Donovan Steve Perry
Aiden Morrison
David Roth Joe Pine Michael Flanagan Steve Sandstrom
Alan Brew
David Turner Joe Ray Michael Grillo Steve Storti
Alan Jacobson
Davis Masten Joel Grear Michael Hirschhorn Sunny Hong
Alan Siegel
Dean Crutchfield Joel Katz Michal Levy Susan Avarde
Albert Cassorla
Deborah Perloe John Bowles Mike Flanagan Sylvia Harris
Alex Clark
Delphine Hirasuna John Coyne Mike Reinhardt Tom Birk
Al Ries
Dick Ritter John Gleason Mike Schacherer Tom Geismar
Alvin Diec
DK Holland John Hildenbiddle Milton Glaser Tom Watson
Amanda Bach
Donna MacFarland John Kerr Mindy Romero Tricia Davidson
Amanda Neville
Dr. Barbara Riley John Klotnia Moira Cullen Trish Thompson
Andrew Cutler
Dr. Delyte Frost Jon Bjornson Monica Little Will Burke
Andrew Welsh
Dr. Dennis Dunn Jon Schleuning Nancy Donner Woody Pirtle
Angora Chinchilla
Dr. Ginny Vanderslice Juan Ramírez Nancye Greene
Antonio R. Oliviera
Dr. Karol Wasylyshyn Karin Hibma Nate Eimer 3rd Edition
Anna Bentson
Dustin Britt Kate Dautrich Ned Drew Thank you for your creativity
Anne Moses and brilliance.
Ed Williamson Kate Fitzgibbon Nick Bosch
Ann Willoughby Jon Bjornson
Ellen Shapiro Kathleen Hatfield Noelle Andrews
Arnold Miller strategic design advisor
Emily Cohen Kathleen Koch Pamela Thompson
Aubrey Balkind
Erich Sippel Kathy Mueller Parag Murudkar
Bart Crosby Perpetual gratitude
Fo Wilson Katie Caldwell Pat Baldridge
Becky Wingate My publishing team
Gael Towey Katie Clark Pat Duci
at Wiley:
Beth Mallo
Geoff Verney Katie Wharton Paula Scher
Amanda Miller
Betty Nelson
George Graves Kelly Dunning Peggy Calabrese
VP + publisher
Blake Deutsch
Gerry Stankus Ken Carbone Per Mollerup
Margaret Cummins
Blake Howard
Gillian Wallis Keith Helemtag Peter Emery senior editor
Bob Mueller
Ginnie Gehshan Kent Hunter Peter Wise Justin Mayhew
Bob Warkulwiz
Hans-U. Allemann Kit Hinrichs Phil Gatto senior marketing manager
Bonita Albertson
Heather Guidice Kurt Koepfle Q Cassetti Penny Makras
Brad Kear marketing manager
Heidi Caldwell Kurt Monigle R. Jacobs-Meadway
Brendan deVallance Diana Cisek
Heidi Cody Larry Keeley Rafi Spero
production director
Brian Fingeret
Helen Keyes Laura DesEnfants Ranjith Kumaran
Lauren Poplawski
Brian Tierney
Hilary Jay Le Roux Jooste riCardo Crespo
senior editorial assistant
Bruce Berkowitz
Hilly Charrington Lee Soonmee Rich Bacher
Carla Hall
Howard Fish Linda B. Matthiesen Richard Felton My brother who asked when
Carla Miller the film is coming out
Ian Stephens Linda Wingate Richard Kauffman
Carol Moog All Wheelers
Ivan Chermayeff Lisa Kovitz Richard Saul Wurman
Carol Novello Suzanne Young
J.T. Miller Lori Kapner Rick Bacher
Cathy Feierstein Lissa Reidel
Jacey Lucas Louise Fili Rob Wallace
Charlene O’Grady Marty Neumeier
Jack Cassidy Lynn Beebe Robbin Phillips
Cherise Davis Dennis Alter
Jack Summerford Malcolm Grear Rodney Abbot
Chris Ecklund Tomasz Fryzel
Jaeho Ko Marc Mikulich Roger Whitehouse
Chris Hacker Stephen Shackleford
Jamie Koval Margie Gorman Ronnie Lipton
Chris Marshall Richard Cress
Janice Fudyma Maribel Nix Rosemary Murphy
Chris Pullman Mark Wills
Jay Coen Gilbert Marie Morrison Roy Pessis
Clark Malcolm Amy Grove Bigham
Jay Ehret Marie Taylor Russ Napolitano
Clay Timon Stellarvisions
Jayoung Jaylee Marilyn Sifford Ruth Abrahams
Clement Mok Gretchen Dykstra
Jean Pierre Jordan Marius Ursache Sagi Haviv
Colin Drummond Cathy Jooste
Jeffrey Gorder Marjorie Guthrie Sally Hudson
Colleen Newquist Marc Goldberg
Jenie De’Ath Mark Lomeli Sarah Brinkman
Cortney Cannon Heather Norcini
Jen Jagielski Mark Selikson Sarah Swaine
Craig Bernhardt Liz Merrill
Jenny Profy Martha Witte Scott Tatter
Craig Johnson My favorite cousin
Jerry Selber Mary Sauers Sean Adams
Craig Schlanser Quest sisters
Jessica Berwind Mary Storm-Baranyai Sean Haggerty
Dan Marcolina Sullivan
Jessica Robles Worch Matt Coffman Sol Sender
Dana Arnett
Jessica Rogers Matthew Bartholomew Spike Jones
vii
Contents Basics
Part 1 presents the fundamental
concepts needed to jumpstart the brand
identity process and create a shared
vocabulary for the entire team.
Brand basics Brand identity elements
Designing Brand Identity is a quick
2 What is brand? 50 Brandmarks
reference guide. All subject matter
4 What is brand identity? 52 Sequence of cognition
6 What is branding? 54 Wordmarks
is organized by spread for ease
8 Who are stakeholders? 56 Letterform marks
of access in the blinding speed 10 Why invest? 58 Pictorial marks
12 Brand strategy 60 Abstract marks
of business and life. No power
14 Positioning 62 Emblems
16 Big idea 64 Characters
source needed—just your desire
18 Customer experience 66 Look and feel
and passion to be the best. 20 Names
22 Brand architecture
Brand forces
24 Taglines
68 Brand Dynamics
26 Staying on message
70 Sustainability
28 Cross cultures
72 Social media
74 Brand licensing
Brand identity ideals
76 Private labeling
30 Overview 78 Certification
32 Vision 80 Personal branding
34 Meaning
36 Authenticity
Before and after
38 Differentiation
82 Merger
40 Durability
83 New name
42 Coherence
84 Redesign
44 Flexibility
86 Packaging
46 Commitment
48 Value
viii