Designing Brand Identity

A Comprehensive Guide to the World of Brands and Branding

Alina Wheeler, Rob Meyerson

• Publisher: Wiley
• Year: 2024
• Print ISBN: 9781119984818
• eBook ISBN: 9781119984825
• Edition: 6
• Topic: Design
• Subtopic: Graphic Design

Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process.

It's harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes.

The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives.

Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes:

• Over 100 branding subjects, checklists, tools, and diagrams
• More than 50 all-new case studies that describe goals, process, strategy, solutions, and results
• New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing
• Additional examples of the best/most important branding and design work of the past few years
• Over 700 illustrations of brand touchpoints
• More than 400 quotes from branding experts, CEOs, and design gurus

Whether you're the project manager for your company's rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• Designing Brand Identity
• Basics: Part 1 presents the fundamental concepts needed to kick-start the branding process and creates a shared vocabulary for the entire team.
• Process: Part 2 presents a universal process regardless of the project’s scope and nature. This section answers the question “Why does it take so long?”
• Best Practices: Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions.
• Color Plate
• Index
• About the authors
• Back Cover
• EULA