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.

About the Authors:

Alina Wheeler is a branding consultant who engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences at every touchpoint. Her best-selling book, Designing Brand Identity, published in 11 languages, was the first book to deconstruct the branding process into a universal, five-phase methodology. She is a past Board member of AIGA and a member of the advisory council for The Dictionary of Brand. She speaks frequently to executives, practitioners, and students around the world. She is also the co-author of Brand Atlas: Branding Intelligence Made Visible.

Rob Meyerson is principal and founder of Heirloom, an independent brand strategy and identity firm. His specialties include naming, brand strategy, brand architecture, and messaging, and past clients include Adobe, John Deere, Disney, and Hewlett Packard Enterprise. Prior to Heirloom, Rob's previous roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand, Southeast Asia. Rob is the author of Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service and has published articles about brand strategy and naming in Harvard Business Review, Business Insider, The Guardian, TechCrunch, and Entrepreneur.

Table of Contents:
Basics
Part 1 presents the fundamental concepts needed to kick-start the branding process and creates a shared vocabulary for the entire team.
Brand Basics
2 Brand
4 Branding
6 Brand identity
8 Brand strategy
10 Why invest
12 Stakeholders
14 Organizational culture
16 Brand experience
18 Brand architecture
20 Visual identity
22 Messaging and voice
24 Brand governance
Brand ideals
26 Overview
28 Vision
30 Meaning
32 Authenticity
34 Coherence
36 Flexibility
38 Commitment
40 Value
42 Differentiation
44 Longevity
Brand Elements
46 Names
48 Brandmarks
50 Wordmarks
52 Letterform marks
54 Pictorial marks
56 Abstract marks
58 Emblems
60 Dynamic marks
62 Taglines
64 Characters
Brand dynamics
66 Overview
68 Social justice
70 Sustainability
72 Global and local
74 Artificial intelligence
76 Big data analytics
78 Social media
80 Digital interfaces
82 Mobile apps
84 Evidence-based marketing
86 Private labeling
88 Brand licensing
90 Certification
92 Crisis communications
94 Personal branding
Before and after
96 Overview
98 Brandmark redesign
102 Packaging redesign
104 Renaming
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?”
Process basics
108 Overview
110 Managing the process
112 Brand initiatives
114 Measuring success
116 Collaboration
118 Decision making
120 Intellectual property
122 Design management
Phase 1 Conducting research
124 Overview
126 Defining the problem
128 Market research
130 Usability testing
132 Marketing audit
134 Competitive audit
136 Verbal audit
138 Findings report
Phase 2 Clarifying strategy
140 Overview
142 Narrowing the focus
144 Positioning
146 Brand brief
148 Naming
Phase 3 Designing identity
150 Overview
152 Identity system design
154 Look and feel
156 Color
158 Typography
160 Iconography
162 Sound
164 Other senses
166 Trial applications
168 Presentation
Phase 4 Creating touchpoints
170 Overview
172 Content strategy
174 Website
176 Collateral
178 Stationery
180 Product design
182 Packaging
184 Advertising
186 Branded environments
188 Signage and wayfinding
190 Vehicles
192 Uniforms
194 Ephemera
Phase 5 Managing assets
196 Overview
198 Changing brand assets
200 Launching
202 Building brand champions
204 Online brand centers
206 Guidelines
208 Guidelines content
210 Brand books
Best Practices
Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lastingsolutions.
Case studies
214 AC Milan
216 Adventr
218 Airbnb China
220 Algramo
222 Batiste
224 Better Place Forests
226 Bcg X
228 Campbell
230 Chobani
232 City of Vienna
234 Deloitte
236 DonorsChoose
238 DuPont
240 Eames Institute
242 Eat Curious
244 82nd Street Partnership
246 Filthy
248 Folx
250 Fremtind
252 Gentari
254 Gsk
256 Helen of Troy
258 High Street Market & Deli
260 Hootsuite
262 Hopscotch
264 Human Rights First
266 Italicus
268 Jodrell Bank
270 KatKin
272 Kia
274 Lavish Pizza
276 Lego
278 Longfu
280 Lucid Motors
282 Lumanity
284 The Mellon Foundation
286 Oli!
288 oLiv
290 OneTen
292 Pan-Afrikan Design Institute
294 Papier
296 Perth Airport
298 Petbarn
300 Piedmont Art Walk
302 Saga
304 Salehiya
306 Santa Barbara Botanic Garden
308 Sense
310 Spotify
312 Sun Day Carwash
314 US Open
316 Viva

Designing Brand Identity provides in-depth guidance for the entire branding team, with a universal five-stage process for brand development and implementation. From research and analysis through launch and governance, this book provides expert insight on all aspects of the process, and describes the best practices that build better brands. This updated fifth edition includes new and expanded coverage of social media cross-channel synergy, crowdsourcing, SEO, experience branding, mobile devices, wayfinding, and placemaking, with 30 all-new case studies of top brands from various industries around the world. Fuel recognition, amplify market differentiation, create cohesion, and project value with the essential concepts and practices that build and maintain strong brands.

Brand identity is key to an organization′s success, helping customers navigate their options in an expanding marketplace rife with competition. How does your brand stand out? How do you attract your target? It′s all in the process. This book delivers a clear roadmap to brand development and maintenance, with in-depth guidance every step of the way.

 - Infuse your brand with authenticity and meaning
 - Create a cohesive suite of branding products
 - Design for flexibility, durability, and sustainability
 -Develop solid strategy around positioning, architecture, and more

A successful brand requires zero context, and is recognizable when stripped down to its barest bones; Coca–Cola, Apple, Nike, Disney, McDonalds the strongest brands are immediately recognized as a safe bet and a better value over the competition anywhere in the world. It′s no coincidence that certain brands endure, while others undergo repeated revamps to remain relevant. Designing Brand Identity shows you how to recognize the myriad factors that contribute to strength, and merge them into your organization′s winning brand.

5th Edition

About the Author:

Alina Wheeler engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences at every touchpoint. Designing Brand Identity, now in its third edition, is the first book to deconstruct the branding process into a universal, five-phase methodology. Her signature mantra is "Who are you? Who needs to know? Why should they care? How will they find out?" Her new book Brand Atlas is a collaboration with Joel Katz, world-renown information designer. Brand Atlas reinvents the paradigm of a business book, and illuminates fifty-five brand topics.

A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand

From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands.

 - Features more than 30 all-new case studies showing best practices and world-class
 - Updated to include more than 35 percent new material
 - Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity

4th Edition

Alina Wheeler engages enterprises in a dynamic process to build their brands and embrace best practices. Wheeler inspires the whole branding team to seize every opportunity to design compelling customer experiences at every touchpoint. Designing Brand Identity, now in its third edition, is the first book to deconstruct the branding process into a universal, five-phase methodology. Her signature mantra is "Who are you? Who needs to know? Why should they care? How will they find out?" Her new book Brand Atlas is a collaboration with Joel Katz, world-renown information designer. Brand Atlas reinvents the paradigm of a business book and illuminates fifty-five brand topics.

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