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

339 Pages·2018·204.08 MB·English

Designing
Brand
Identity
fi 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.
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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
fi fth edition
an essential guide for the entire branding team
No one does it alone.
Books, like brands, are built over time. This book is not my book. Perpetual gratitude
All Wheelers
It is our book. It is the result of an extensive collaboration with my All favorite cousins
Joel Katz
colleagues around the world who are branding the future with Paula Scher
Richard Cress
intelligence, clarity, and boundless creativity. You know who you Mark Wills
Ange Iannarelli
are. Thank you for sharing your time, your wisdom, and your Heather Norcini
Richard Stanley
insights. Meejoo Kwon
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
This book is dedicated to the memory of
strategist
Kathy Mueller
Michael Cronan, Wally Olins, Bill Drenttel, senior designer
Robin Goffman
and Sylvia Harris. designer + assistant
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
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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 K
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Brian Fingeret Davis Masten Janette Krauss Katie Wharton Michael Flanagan Rodney Abbot Vince Voron MU
Brian Jacobson Dayton Henderson Janice Fudyma Kazunori Nozawa Michael Graves Rodrigo Bastida Virginia Miller N
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Brian Resnik Dean Crutchfield Jason Orne Keith Helmetag Michael Grillo Rodrigo Galindo Wandy Cavalheiro L
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Brian Tierney Debbie Millman Jay Coen Gilbert Keith Yamashita Michael Hirschhorn Roger Whitehouse Wesley Chung U
O
Brian Walker Deborah Perloe Jay Ehret Kelly Dunning Michael Johnson Ronnie Lipton Will Burke E Y
Bridget Duffy Delphine Hirasuna Jaya Ibrahim Ken Carbone Michael O’Neill Rose Linke Woody Pirtle OV
Bridget Russo Denise Sabet Jaye Peterson Ken Pasternak Michal Levy Rosemary Ellis Yves Behar I L
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Contents Basics
Part 1 presents the fundamental
concepts needed to jumpstart the
branding process and creates a shared
vocabulary for the entire team.
Designing Brand Identity is Brand basics Brand elements
a quick reference guide. All 2 Brand 54 Brandmarks
4 Brand identity 56 Wordmarks
subject matter is organized by 6 Branding 58 Letterform marks
8 Brand governance 60 Pictorial marks
spread for ease of access in
10 Brand strategy 62 Abstract marks
the blinding speed of business 12 Why invest 64 Emblems
14 Stakeholders 66 Dynamic marks
and life. All that is needed is 16 Culture 68 Characters
18 Customer experience
your desire and passion to be
20 Cross cultures Brand dynamics
the best. 22 Brand architecture
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
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