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eBook - PDF
Creating a Brand Identity: A Guide for Designers
About this book
Creating a Brand Identity goes behind the scenes to explore the creative processes involved in designing a successful brand identity, one of the most fascinating and complex challenges in graphic design.This bestselling book is ideal for students, professionals and agencies working in the fields of: •Graphic Design •Branding •Brand Management•Advertising •Marketing •Communications Authored by design and branding expert, Catharine Slade-Brooking,Creating a Brand Identityincludes exercises and examples that highlight the key activities undertaken by graphic designers to create successful brand identities, including:•Defining the audience•Analysing competitors•Creating mood boards•Naming brands•Logo design•Client presentations•Rebranding•Launching a new brand identityCase studies throughout the book are illustrated with brand identities from a diverse range of industries including digital media, fashion, advertising, product design, packaging, retail and more.The book uses images of professional design concepts, brand case studies and diagrams throughout to illustrate the text. Flow-charts are also used extensively to highlight the step-by-step methodology applied by industry professionals to create a brand.The content of the book has been derived from Catharine Slade-Brooking own experience of entering the world of branding as a graduate and having to learn the hard way, 'on the job'. This, in turn, enabled the author to develop teaching materials for undergraduate and postgraduate students on the BA Graphic Communication course at the University of the Creative Arts, where Slade-Brooking is a lecturer. The book has been recommended across a wide range of university courses, from graphic design school to animation, digital media, textiles and interior design. It includes a full glossary of brand terminology and a list of recommended further reading.
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Yes, you can access Creating a Brand Identity: A Guide for Designers by Catharine Slade-Brooking in PDF and/or ePUB format, as well as other popular books in Design & Graphic Design. We have over one million books available in our catalogue for you to explore.
Information
Topic
DesignSubtopic
Graphic Design
160
Picture
Credits
T
=
Top;
B
=
Bottom;
C
=
Centre;
L
=
Left;
R
=
Right
BACK
COVER
:
Branding:
Kokoro
&
Moi;
Interior
Design:
Koko
3
7
©
Paul
Souders/Corbis;
8
Image
Courtesy
of
The
Advertising
Archives;
9
iStock
©
Mlenny;
10
Courtesy
BMW;
12L
Paul
Vinten
/
Shutterstock.com;
12R
iStock
©
BrandyTaylor;
13
iStock
©
winhorse;
16
Courtesy
Soprintendenza
per
i
Beni
Archeologici
dell’Emilia-Romagna,
Bologna,
by
licence
of
the
Ministry
of
Cultural
Heritage
and
Activities,
Italy;
17TL
Image
Courtesy
of
The
Advertising
Archives;
17TR
Image
Courtesy
of
The
Advertising
Archives;
17BL
©
Heritage
Images/Glowimages.com;
17BR
©
Heritage
Images/
Glowimages.com;
19
©2015
The
Clorox
Company.
Reprinted
with
permission.
CLOROX
is
a
registered
trademark
of
The
Clorox
Company
and
is
used
with
permission.;
20
Design
Tomás
Alonso,
Photo
by
Gonzalo
Gómez
Gándara;
21
Created
by
Projector
for
UNIQLO
Co.
Ltd;
22
©
Jacques
Brinon/Pool/
Reuters/Corbis;
24BL
ArtisticPhoto
/
Shutterstock.com;
24BC
Courtesy
of
The
Worshipful
Company
of
Haberdashers;
24BR
©
Nick
Wheldon;
24TR
Courtesy
AB
InBev
UK
Limited;
25TL
iStock
©
kaczka;
25TCL
©
1986
Panda
Symbol
WWF
–
World
Wide
Fund
For
Nature
(Formerly
World
Wildlife
Fund)
/
®
“WWF”
is
a
WWF
Registered
Trademark;
25TCR
Courtesy
BP
Plc;
25TR
Image
courtesy
of
Toyota
G-B
PLC;
25CL
©
General
Electric
company;
25CCL
Reproduced
with
kind
permission
of
Unilever
PLC
and
group
companies;
25CCR
Designed
by
Pentagram
Design
Ltd;
25CR
Courtesy
DuPont
EMEA;
25BL
©
TiVo.
TiVo’s
trademarks
and
copyrighted
material
are
used
by
Laurence
King
Publishing
Ltd
under
license.;
25BC
innocent
drinks;
25BR
Brooklyn
Museum
logo
designed
by
2x4
inc.;
26
Courtesy
Someone,
Creative
Directors
–
Simon
Manchipp
and
Gary
Holt;
Designers
–
Therese
Severinsen,
Karl
Randall
and
Lee
Davies;
27
The
Skywatch
brand
identity
was
developed
by
brand
architect
Gabriel
Ibarra.
The
website
www.skywatchsite.com
and
retail
environments
were
created
by
Ferro
Concrete.
Images
and
files
courtesy
of
I
Brands,
LLC.;
29TL
innocent
drinks;
29TR
Courtesy
BMW;
29BL
Reproduced
courtesy
of
Volkswagen
of
America;
29CR
NIKE,
Inc;
29BR
Courtesy
of
the
Hagley
Museum
and
Library;
30
Photo
courtesy
Roundy’s
Inc.;
32T
Orla
Kiely
(Pure);
32C
Orla
Kiely
(KMI);
32B
Orla
Kiely
(Li
&
Fung);
33T
BBC
ONE,
BBC
TWO,
BBC
three,
BBC
FOUR,
BBC
NEWS
and
BBC
PARLIAMENT
are
trade
marks
of
the
British
Broadcasting
Corporation
and
are
used
under
licence.;
33B
Courtesy
Virgin
Enterprises
Limited;
34
BrandCulture
Communications
Pty
Ltd;
37
innocent
drinks;
40
©
Hitomi
Soeda/Getty
Images;
42
ValeStock
/
Shutterstock.com;
43T
iStock
©
evemilla;
43B
Plum
Inc;
45
iStock
©
Yongyuan
Dai;
46T
©
SSPL/Getty
Images;
46B
iStock
©
Grafissimo;
47T
Neutrogena®
is
a
trademark
of
Johnson
&
Johnson
Ltd.
Used
with
permission.;
47B
Design:
Harcus
Design,
Client:
Cocco
Corporation;
48TL
iStock
©
PaulCowan;
48TR
Stuart
Monk
/
Shutterstock.com;
48BL
iStock
©
RASimon;
48BR
Courtesy
Mondelez
International;
49
Courtesy
Boston
Public
Library,
Donaldson
Brothers
/
N
Y.
Condensed
Milk
Co.;
50TL
From
Charlie
and
Lola:
I
Will
Not
Ever
Never
Eat
a
Tomato
by
Lauren
Child,
first
published
in
the
UK
by
Orchard
Books,
an
imprint
of
Hachette
Children’s
Books,
388
Euston
Road,
London,
NW1
3BH;
50BL
The
Double
Fine
Adventure
logo
is
used
with
the
permission
of
Double
Fine
Productions;
50R
Swedish
Hasbeens,
spring/summer
2012;
51
Courtesy
Mondelez
International;
52T
Courtesy
Dragon
Rouge
and
Danone;
52B
Courtesy
of
IDEO.
IDEO
partnered
with
Firebelly
Design,
a
local
brand
strategy
studio,
to
collaborate
on
a
solution.;
53
Courtesy
Noble
Desserts
Holdings
Limited;
54
Mood
board:
Tiziana
Mangiapane.
Images:
Shutterstock.
com
(clockwise
from
top
left:
Songquan
Deng,
Stock
Creative,
symbiot,
Xavier
Fargas,
Cora
Mueller,
Legend_tp,
Imfoto);
55TL
iStock
©
maybefalse;
55TR
The
shown
design
is
owned
by
Crabtree
&
Evelyn
and
is
protected
by
Crabtree
&
Evelyn’s
trademark
registrations.
The
modernized
version
of
the
design
is
owned
by
Crabtree
&
Evelyn
and
is
protected
by
Crabtree
&
Evelyn’s
trademark
and
copyright
registrations.;
55CR
©
Clynt
Garnham
Publishing
/
Alamy;
55BCR
Courtesy
Agent
Provocateur;
55BR
IBM;
57TL
JuliusKielaitis
/
Shutterstock.com;
57TR
Courtesy
Dragon
Rouge
and
Newburn
Bakehouse;
57B
Courtesy
Harvey
Nichols;
59L
Courtesy
Britvic
Soft
Drinks;
59R
Vanish
is
a
Reckitt
Benkiser
(RB)
global
brand;
61
Courtesy
Pret
A
Manger,
Europe,
Ltd.;
63
Bluemarlin
Brand
Design;
64
Image
Courtesy
of
The
Advertising
Archives;
65
Jon
Le-Bon
/
Shutterstock.com;
66L
©1000
Extra
Ordinary
Colors,
Taschen
2000.
Photo
by
Stefano
Beggiato/ColorsMagazine;
66R
©
Todd
Gipstein/Corbis;
69
Johnson
Banks;
70
Bluemarlin
Brand
Design;
72
Courtesy
Hello
Monday
(Art
Directors:
Sebastian
Gram
and
Jeppe
Aaen);
75T
Courtesy
Pentagram.
Pentagram
designed
the
new
identity,
which
established
a
system
for
the
consistent
treatment
of
images
and
type
(Paula
Scher,
Partner-in-Charge;
Lisa
Kitschenberg,
Designer).
All
pictured
examples
of
the
new
identity
were
designed
by
Julia
Hoffmann,
Creative
Director
for
Graphics
and
Advertising
at
the
Museum
of
Modern
Art,
and
her
in-house
team
of
designers.;
75B
Johnson
Banks;
76
Courtesy
Gist
Brands;
77
Johnson
Banks;
78L
Courtesy
Dragon
Rouge
and
Hero
Group;
78R
Pope
Wainwright;
79TL
Bluemarlin
Brand
Design;
79BL
Courtesy
Dragon
Rouge
and
Hero
Group;
79TR
,
BR
Courtesy
of
IDEO.
IDEO
partnered
with
Firebelly
Design,
a
local
brand
strategy
studio,
to
collaborate
on
a
solution.;
80TL
Courtesy
of
IDEO.
IDEO
partnered
with
Firebelly
Design,
a
local
brand
strategy
studio,
to
collaborate
on
a
solution.;
80BL
Courtesy
Duffy
&
Partners
LLC.
Branding
&
Design:
Joe
Duffy,
Creative
Director;
Joseph
Duffy
IV,
Designer;
80R
David
Airey;
81TL
©Glenn
Wolk/
glennwolkdesign.com;
81BL
Courtesy
of
IDEO.
IDEO
partnered
with
Firebelly
Design,
a
local
brand
strategy
studio,
to
collaborate
on
a
solution.;
82R
Bluemarlin
Brand
Design;
82TL
Art
Direction
:
Edwin
Santamaria.
Design
for
:
OSG
a
VML
Brand.www.elxanto3.co;
82BL
Cathy
Yeulet
/
Shutterstock.com;
83L
Ameeta
Shaw,
Freelance
Graphic
Designer;
83R
baranq
/
Shutterstock.com;
84
Imagelibrary/272,
LSE
collections;
85R
Damien
Newman,
Central
Office
of
Design;
88
©
JPM/Corbis;
91T
Cathy
Yeulet
/
Shutterstock.com;
91B
©
SurveyMonkey;
94T
©2012
AutoPacific
New
Vehicle
Satisfaction
Survey;
96
Bluemarlin
Brand
Design;
97
Courtesy
Sarah
Bork,
Janita
van
Dijk,
Sandra
Cecet,
Morten
Gray
Jensen,
Basil
Vereecke,
TU
Delft
(Industrial
Design
Engineering).
Method
developed
by
David
and
Dunn
(2002);
98
Courtesy
Runtime
Collective
Limited,
trading
as
Brandwatch;
99
Courtesy
howies
/
howies.co.uk;
100
Quigley
Simpson;
101
Courtesy
Dragon
Rouge
and
Newburn
Bakehouse;
102
Tiziana
Mangiapane;
105
©
Labbrand,
a
leading
China-
originated
global
brand
consultancy.
Other
copyright
holders:
Charlotte
Zhang,
Ryan
Wang,
Rachel
Li;
107
ygraph.com
/
Source:
BizStrategies;
108
©
Matthias
Ritzmann/Corbis;
110L
Courtesy
Tesco;
110CL
Courtesy
Tesco;
110CR
iStock
©
Oktay
Ortakcioglu;
110C
Courtesy
Coldpress
Foods
Ltd.;
111T
Radu
Bercan
/
Shutterstock.com;
111C
iStock
©
ewastudio;
111B
Photos
courtesy
Roundy’s
Inc.;
112L
Courtesy
ibis
budget;
112C
Image
courtesy
Royal
College
of
Surgeons
of
Edinburgh.
Design
by
Emma
Quinn
Design
(original
sun);
Philip
Sisters
(circle,
wording
and
strapline);
112R
constructlondon.com,
Creative
director:
Georgia
Fendley,
Design
Director:
Segolene
Htter,
Design
Director:
Daniel
Lock;
113
Bluemarlin
Brand
Design;
114
Bluemarlin
Brand
Design;
116
Bluemarlin
Brand
Design;
119
Branding:
Kokoro
&
Moi;
Interior
Design:
Koko
3;
120
The
Future
Laboratory;
121
Courtesy
Dragon
Rouge
and
Newburn
Bakehouse;
124
Tiziana
Mangiapane;
126
Courtesy
of
IDEO;
128
Hannah
Dollery,
Good
Design
Makes
Me
Happy;
129
©
Johnny
Hardstaff;
130T
Kane
O’Flackerty;
130B
Bluemarlin
Brand
Design;
131L
©
Sara
Zancotti.
Model:
Geoffrey
Lerus;
131R
iStock
©
Lorraine
Boogich;
133
Images
Courtesy
of
The
Advertising
Archives;
134
Courtesy
Dragon
Rouge
and
Danone;
135
Brian
Yerkes,
Brian
Joseph
Studios;
136
Kane
O’Flackerty;
137T
Kane
O’Flackerty;
137C
Kane
O’Flackerty;
137B
Simon
Barber;
138
Simon
Barber);
140
Courtesy
Duffy
&
Partners
LLC.
Branding
&
Design:
Joe
Duffy,
Creative
Director;
Joseph
Duffy
IV,
Designer;
142
Courtesy
Dragon
Rouge
and
Newburn
Bakehouse;
143
Courtesy
Dragon
Rouge
and
Hero
Group;
144T
Olly
Wilkins;
144B
Moving
Brands;
145
Bluemarlin
Brand
Design;
147T
Dr
Neil
Roodyn,
nsquared
solutions;
147C
Bluemarlin
Brand
Design;
147B
Heidi
Kuusela;
148
Moving
Brands;
149
Moving
Brands;
150
Spiral
Communications
(Leeds)
spiralcom.co.uk;
154
Courtesy
Duffy
&
Partners
LLC.
Branding
&
Design:
Joe
Duffy,
Creative
Director;
Joseph
Duffy
IV.