Книги по созданию логотипов и айдентике

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

The corporate identity defines the “personality” behind a company or corporation, always designed in accordance, to help to reach the objectives of any business. Designing Corporate Identity is an approach to the latest international creations in the fascinating world of corporate identity design.

This book brings together utterly fresh and creative stationery materials produced by designers from all over the world. The projects featured range from business cards and letterheads to CD packaging, memoranda and notepads. This title shows that a successful corporate identity depends on the details and it will undoubtedly help entrepreneurs to make a statement when starting a new business venture in a highly competitive environment.

About the Author:

Wang Shaoqiang is a professor at the Guangzhou Academy of Fine Arts (China), where he is dean of the design, visualization and animation department. He is a prolific editor, whose titles focus on international design, architecture, branding, communication, trends and culture, and the editor of Design 360° magazine and Asia-Pacific Design. He has been invited to lecture at numerous universities, design academies and organizations, and he has also been a jury member for China’s most prestigious design and illustration awards.

In a world where corporate identity is of utmost importance and hotels are at the forefront of global mobility, graphics and visuals are a key element of shaping a hotel’s brand. This book introduces the visual identities that are formed through the use of logos, business cards, letterheads and other graphic elements. With the right graphics these seemingly innocuous hotel supplies have the power to capture the hotel’s ambience, transforming one’s stay into a memorable experience. Do not disturb provides a selection of the most impressive graphic design innovations in hotel branding from around the globe. 

The softcover edition of our best-selling book on contemporary logo design with over 2,300 stylistic examples.

The best-selling visual logo encyclopedia Dos Logos book is now available in an accessible softcover edition. With a condensed edit of the popular book, this essential resource for designers offers over 2,300 new examples and stylistic approaches to logo design by international designers. Thoroughly indexed and catalogued by subject, the book charts new developments in the field making it an inspirational sourcebook on the visual language of logo creation.

This softcover edition of Dos Logos is a comprehensive visual encyclopedia that presents a condensed edit of the popular book. With over 2,300 new examples and stylistic approaches by international designers including more unusual logo applications, the book remains an essential resource for all designers.

To allow comparison in a thematic context, they are classified into chapters according to the industry or purpose for which they were created including "Corporate", "Culture", “Fashion", "In Motion & Games" and "Political & Social". The book contains an extensive index and charts new developments in the field making it an inspirational sourcebook on the visual language of logo creation.

As the Internet is gaining momentum in almost every aspect of our lives, commercial activities are gradually going online. Like any commercial spaces in real life, e-commerce stores need careful considerations of their visual presentation to attain business success. Logo, packaging, webpage layouts, and products photography would determine shoppers' impression of the products as well as the brand image.

This book aims at providing a guideline on e-commerce webpage design and a comprehensive brand image on both digital and printing media. The included design projects offer useful and inspiring clues about how a successful brand would be presented on and off line.

Eat & Go reveals the endless creative possibilities of designing packaging for takeaway food.

From balancing aesthetic considerations against efficiency to conveying a restaurant’s brand image in an appealing way, designers working in this field face many fascinating challenges. Through more than one hundred beautifully illustrated projects, this book offers creative food for thought for designers, marketing professionals and gourmets alike.

Delicious food makes the consumers happy, while exquisite branding and interior atmosphere make them ecstatic

A well-designed visual identity can perfectly reflect the gastronomic philosophy of an establishment and will add to the character of a brand’s identity. Designers, entrepreneurs, and professionals alike will regard this publication as an innovative and powerful source of inspiration.

After our successful "Eatand Go "book, centered onthebranding of takeaways, our new title "Eat and Stay "showcases more than 120 outstanding international branding and interior design solutions for restaurants, bars, cafes, and food shops."

Design terms are often used inconsistently - or just as bad, interchangeably. This leads to confusion for designers as well as clients. New in paperback, Essential Elements for Brand Identity lays a foundation for brand building, defining the tools and building blocks, and illustrating the construction of strong brands through examples of world-class design. It is a one-stop reference for connecting visual design elements for logos to branding concepts, and demonstrates core identity design principles through clear organization and a variety of sources and examples.

Through a cohesive structure that explores broader concepts in relation to graphic identities, identity programs, and brand identities, Essential Elements for Brand Identity links formal design concerns with business issues. Design students and seasoned brand managers alike will appreciate the pragmatic relevance of its content and be inspired by the representative body of work collected and presented throughout the book.

An exhibition is an organized presentation and display of a selection of items that usually takes place in a museum, gallery or exhibition hall.

Exhibitions may range from an extraordinarily large event such as a world’s fair to small one-artist solo shows. Architects, exhibition designers, graphic designers and other designers are usually needed to shape the exhibition space and give form to the editorial content.

Exhibition Art: Graphics and Space Design collects almost one hundred of the most creative exhibition designs, including fascinating space designs and sophisticated graphic designs. It will surely serve as a significant guide for exhibition designers, graphic designers, curators and event organizers.

The seventy fashion brands that appear in this book are selected from the most highly regarded brands for women, men, unisex, and kids; featuring some of the most commonly used marketing tools including logo, shop exterior and interior designs, catalogs, shopping cards and shopping bags, together with seasonal promotional tools. Japanese girls love to keep and use the shopping bags and promotional tools of their favorite fashion brands, and it is a must for a fashion brand to produce "collectible" paraphernalia so as to attract their target audience. Featuring easily accessible page design with each spread showing the brand’s logo alongside the brand concept in text, accompanied by various photos of graphic promotional materials, which give readers a good understanding of how each element of marketing tools are connected to one another. Although this book only focuses on the fashion industry, logos, advertisements, shop designs and tools in the book could be applicable to other industries’ brands and shops. From an independent shop owner to anyone in need of brand recognition, this is a perfect reference full of resources.

Packed with imaginative ideas for making your own cards, picture frames, gifts, invitations, envelopes, etc.

All the design ideas in the book are included on the CD in multiple formats: larger versions for professionals with access to high-end equipment and smaller ones for home use with standard paper sizes (A4 or Letter).

In addition to the cutting and folding templates, the CD contains some 50 decorative patterns and ornaments to embellish your work further.

Step-by-step instructions make it simple and easy to assemble the designs.

From the creators of Great British Pack and Great British Editorial. Great British Identity showcases a selection of the most outstanding corporate identity design projects carried out in the UK, together with their secrets and the personality behind each studio. Undoubtedly, this book offers a representative insight into the current British design panorama in the field of corporate identity design, including references from studios such as Inventory Studio, Pentagram, Damien Poulin, Yacht Associates or Golden, among others.

This book is suitable for those who work with automated text and image design. It shows examples of working correctly on a conceptual level. Exact directions for using all of the grid systems presented (8 to 32 grid fields) are given to the user. These can be used for the most varied of projects. The three-dimensional grid is treated as well. Put simply: a guidebook from the profession for the profession.

The development of organisational systems in visual communication was the service and the accomplishment of the representatives of simple and functional typography and graphic design. In the 1920s in Europe, works already arose in the areas of typography, graphic design and photography with objectified conception and rigid composition. In 1961 a brief presentation of the grid with text and illustrations appeared for the first time in an earlier book by the author. Articles published mainly in trade journals then followed.

This book now attempts to close a gap by giving examples and exact directions to the professional concerning all grid problems that can occur.

The author, a world-renowned professional, thus offers his colleagues the tools to solve problems more easily.