Enhanced descriptions from Syndetics:

This innovative approach -- blending practicality and creativity -- is now in full-color!

From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand Identity helps companies create stronger brands by offering real substance. With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, the book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand. This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper.

Alina Wheeler (Philadelphia, PA) applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities.

Table of contents provided by Syndetics

• Perception
• Identity (p. 2)
• What is a brand? (p. 4)
• What is brand identity? (p. 6)
• Why does it work? (p. 8)
• When is it needed? (p. 10)
• Who creates it? (p. 12)
• Why invest in brand iden (p. 14)
• Brand identity ideals
• Overview (p. 16)
• Vision (p. 18)
• Meaning (p. 20)
• Authenticity (p. 22)
• Differentiation (p. 24)
• Sustainability (p. 26)
• Coherence (p. 28)
• Flexibility (p. 30)
• Commitment (p. 32)
• Value (p. 34)
• Brand identity fundamental
• Brand strategy (p. 36)
• Positioning (p. 38)
• Customer experience (p. 40)
• Brand architecture (p. 42)
• Cross cultures (p. 44)
• Staying on message (p. 46)
• Names (p. 48)
• Taglines (p. 50)
• Brandmarks overview (p. 52)
• Redesign (p. 54)
• Wordmarks (p. 56)
• Letterform marks (p. 58)
• Pictorial marks (p. 60)
• Abstract marks (p. 62)
• Emblems (p. 64)
• Characters (p. 66)
• Look and feel (p. 68)
• Process
• A process for success (p. 72)
• Managing the process (p. 74)
• Collaboration (p. 76)
• Managing decisions (p. 78)
• Insight (p. 80)
• Phase 1 Conducting research
• Understanding the business (p. 82)
• Market research (p. 84)
• Marketing audit (p. 86)
• Competitive audit (p. 88)
• Stakeholder audit (p. 90)
• Language audit (p. 92)
• Audit readout (p. 94)
• Phase 2 Clarifying strategy
• Clarifying brand strategy (p. 96)
• Narrowing the focus (p. 98)
• The big idea (p. 100)
• Brand brief + creative brief (p. 102)
• Naming (p. 104)
• Phase 3 Designing identity
• Designing symbols (p. 106)
• Logotype + signature (p. 108)
• Color (p. 110)
• More color (p. 112)
• Typography (p. 114)
• Sound (p. 116)
• Motion (p. 118)
• Trial applications (p. 120)
• Presentation (p. 122)
• Phase 4 Creating touchpoints
• Overview (p. 124)
• Trademark process (p. 126)
• Letterhead (p. 128)
• Business card (p. 130)
• Brochure (p. 132)
• Packaging (p. 134)
• Website (p. 136)
• Signage (p. 138)
• Advertising (p. 140)
• Environments (p. 142)
• Vehicles (p. 144)
• Uniforms (p. 146)
• New media (p. 148)
• Ephemera (p. 150)
• Phase 5 Managing assets
• Overview (p. 152)
• Changing brand identity (p. 154)
• Launching brand identity (p. 156)
• Measuring success (p. 158)
• Building brand champions (p. 160)
• Internal design teams (p. 162)
• Brand books (p. 164)
• Standards content (p. 166)
• Standards + guidelines (p. 168)
• Online branding tools (p. 170)
• Reproduction files (p. 172)
• Global metrics (p. 174)
• Practice
• Case studies
• Amazon.com (p. 178)
• ACLU (p. 180)
• American Girl Place (p. 182)
• Assurant (p. 184)
• Atlanta 1996 Centennial Olympic Games (p. 186)
• Aveda Japan (p. 188)
• Aveda Uruku (p. 190)
• Bahamas (p. 192)
• Bank of New York (p. 194)
• BP (p. 196)
• Center City District (p. 198)
• Cereality (p. 200)
• Chambers Group (p. 202)
• Chicago GSB (p. 204)
• Cingular Wireless (p. 206)
• Citi (p. 208)
• Columbus Salame (p. 210)
• Dosirak (p. 212)
• Dummies (p. 214)
• Eimer Stahl (p. 216)
• FedEx (p. 218)
• FedEx Kinko's (p. 220)
• Find Great People (p. 222)
• The Franklin Institute (p. 224)
• Kort & Godt (p. 226)
• Late July (p. 228)
• Martha Stewart (p. 230)
• Mini Cooper (p. 232)
• Monogram Biosciences (p. 234)
• Mutual of Omaha (p. 236)
• The New School (p. 238)
• Olympic Games (p. 240)
• Parkinson's Disease Foundation (p. 242)
• Presbyterian Church (p. 244)
• Princeton Athletics (p. 246)
• Radio Free Europe/Radio Liberty (p. 248)
• Superman (p. 250)
• Tate (p. 252)
• Tazo (p. 254)
• TiVo (p. 256)
• Unilever (p. 258)
• Vanguard (p. 260)
• Velfina (p. 262)
• The Wild Center (p. 264)
• Zoom (p. 266)
• Origins of brand identity (p. 268)
• Bibliography (p. 270)
• Index (p. 272)
• About the author (p. 280)