Wheeler A. Designing Brand Identity: An Essential Guide for the Whole Branding Team

Wiley, 2009. — 320 р.From an interactive website to a business card, a brand must be recognizable, differentiated and help build customer loyalty. This indispensable resource presents brand identity fundamentals and a comprehensive dynamic process that help brands succeed. From researching the competition to translating the vision of the CEO to designing and implementing an integrated brand identity program, the meticulous development process is presented through a highly visible step by step approach in five phases: research and analysis, brand and identity strategy, brand identity design, brand identity applications and managing brand assets.
From global corporate mergers through entrepreneurial ventures and nonprofit institutions, twenty-two case studies portray the brand identity process in action. They illustrate a range of challenges and methodologies and represent a select group of branding and multidisciplinary design firms.The scope of material includes history of identity design up to the latest information about online brand identity standards, naming and trademarking, with practical project management resources about decision making, and creating brand briefs.