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DesigningBrandIdentityf fth editionI am not a robot.
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Cover design: Jon BjornsonThis book is printed on acid-free paper.Copyright © 2018 by Alina Wheeler.Published by John Wiley & Sons, Inc., Hoboken, New Jersey.Published simultaneously in Canada.No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical,photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, withouteither the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright ClearanceCenter, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the web at www.copyright.com. Requests to thePublisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at http://www.wiley.com/go/permissions.Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no represen-tations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warrantiesof merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials.The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate.Neither the publisher nor the author shall be liable for damages arising herefrom.For general information on our other products and services, or technical support, please contact our Customer Care Department within the UnitedStates at 800-762-2974, outside the United States at 317-572-3993 or fax 317-572-4002.Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of thisbook may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version youpurchased, you may download this material at http://booksupport.wiley.com.For more information about Wiley products, visit our Web site at http://www.wiley.com.Library of Congress Cataloging-in-Publication Data:Wheeler, Alina, author.Designing brand identity: an essential guide for the entire branding team / Alina Wheeler.Fifth edition. | Hoboken, New Jersey : John Wiley & Sons, Inc.,[2017] | Includes bibliographical references and index.LCCN 2017022067 (print) | LCCN 2017030982 (ebook) |ISBN 9781119375418 (pdf) | ISBN 9781118980828 (cloth)LCSH: Brand name products. | Branding (Marketing) |Trademarks—Design. | Advertising—Brand name products.Classification: LCC HD69.B7 (ebook) | LCC HD69.B7 W44 2017 (print) |DDC 658.8/27— dc23LC record available at https://lccn.loc.gov/201702206710 9 8 7 6 5 4 3 2 1
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Alina WheelerDesigningBrandIdentityf fth editionan essential guide for the entire branding team
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No one does it alone.Perpetual gratitudeBooks, like brands, are built over time. This book is not my book.All WheelersAll favorite cousinsIt is our book. It is the result of an extensive collaboration with myJoel KatzPaula Schercolleagues around the world who are branding the future withRichard CressMark Willsintelligence, clarity, and boundless creativity. You know who youAnge IannarelliHeather Norciniare. Thank you for sharing your time, your wisdom, and yourRichard StanleyMeejoo Kwoninsights.Stephen ShacklefordTomasz FryzelMargie GormanMy dream team has always risen to the chal- Creating this global resource has been my Michal Levylenge of working on this book. I am eternally personal Mount Everest. Love, indeed, does Hilary JayCathy Joostegrateful for their expertise, their patience, and conquer all. My husband Eddy’s energy and Quest sisterstheir sense of humor. laughter always make the impossible possible. Marie TaylorMarc GoldbergTessa and Tearson are our shooting stars. Liz MerrillSkylight is my Shangri-La. Chris GrilloMy brother who asked whenthe film is coming outDream TeamJon Bjornsoncover designerLissa ReidelstrategistThis book is dedicated to the memory ofKathy Muellersenior designerMichael Cronan, Wally Olins, Bill Drenttel, Robin Goffmandesigner + assistantand Sylvia Harris. Gretchen DykstragrammarianBlake DeutschavatarMy publishing teamat WileyAmanda MillerVP + publisherMargaret Cumminsexecutive editorJustin Mayhewassociate marketing directorKalli Schulteaeditorial assistantKerstin Nasdeosenior production managerviPhoto: Ed Wheeler
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A. Aiden Morrison Brie DiGiovine Dennis Thomas Jayoung Jaylee Kent Hunter Michele Barker Rosemary MurphyAdam Brodsley Bruce Berkowitz Dick Ritter Jean-Francois Goyette Kevin Lee Michelle Bonterre Roy PessisAdam Waugh Bruce Duckworth DK Holland Jean Pierre Jordan Kieren Cooney Michelle Morrison Russ NapolitanoAdrian Zecha Bruce Palmer Donald K. Clifford, Jr. Jean-Michel Gathy Kimberli Antoni Michelle Steinback Ruth AbrahamsAl Ries Bryan Singer Donna MacFarland Jeffrey Fields Kim Duffy Miguel A. Torres Ryan DickersonAlain Sainson Frank Cale Johnson Dr. Barbara Riley Jeffrey Gorder Kim Mitchell Mike Dargento Sagi HavivAlan Becker Carla Hall Dr. Delyte Frost Jeffrey R. Immelt Kit Hinrichs Mike Flanagan Sally HudsonAlan Brew Carla Miller Dr. Dennis Dunn Jen Jagielski Kurt Koepfle Mike Ramsay Samantha PedeAlan Jacobson Carlos Ferrando Dr. Ginny Redish Jen Knecht Kurt Monigle Mike Reinhardt Sandra DonohoeAlan Siegel Carlos Martinez Onaindia Dr. Ginny Vanderslice Jenie De’Ath Larry Keeley Milton Glaser Sandy MillerAlbert Cassorla Carlos Muñoz Dr. Karol Wasylyshyn Jenn Bacon Laura Des Enfants Mindy Romero Santa ClausAlex Center Carlos Pagan Dustin Britt Jennifer Francis Laura Scott Moira Cullen Sara RadAlex Clark Carol Moog Ed Wheeler Jennifer Knecht Laura Silverman Moira Riddell Sarah BondAlexander Haldemann Carol Novello Ed Williamson Jennifer L. Freeman Laura Zindel Mona Zenkich Sarah BrinkmanAlexander Hamilton Caroline Tiger Eddie Opara Jenny Profy Laurie Ashcraft Monica Little Sarah SwaineAlex Maddalena Cassidy Blackwell Ellen Hoffman Jerome Cloud Laurie Bohnik Monica Skipper Scot HerbstAlfredo Muccino Cassidy Merriam Ellen Shapiro Jeremy Dooley LeRoux Jooste Nancy Donner Sean AdamsAllie Strauss Cat Bracero Ellen Taylor Jeremy Hawking Leslie Smolan Nancy Tait Sean HaggertyAlvin Diec Cathy Feierstein Emelia Rallapalli Jerry Greenberg Linda B. Matthiesen Nancye Green Sera VulaonoAlyssa Boente Charlene O’Grady Emily Cohen Jerry Selber Linda Wingate Natalie Nixon Shantini MunthreeAmanda Bach Cherise Davis Emily Kirkpatrick Jessica Berwind Lisa Kline Natalie Silverstein Sharon SuleckiAmanda Duncan Charlotte Zhang Emily Tynes Jessica Robles Worch Lisa Kovitz Nate Eimer Simon WaldronAmanda Liu Cheryl Qattaq Stine Erich Sippel Jessica Rogers Lori Kapner Ned Drew Sini SalminenAmanda Neville Chris Ecklund Fo Wilson Jim Barton Lory Sutton Niall FitzGerald Sol SenderAmy Grove Chris Grams Francesco Realmuto Jim Bittetto Louise Fili Nick Bosch Spike JonesAnders Braekken Chris Hacker Frank Osbourne Jinal Shah Luis Bravo Nicole Satterwhite Stefan LiuteAndrew Baldus Chris Marshall Gabriel Cohen Joan Carlson Lynn Beebe Noah Simon Steff GeissbuhlerAndrew Ceccon Chris Pullman Gael Towey Joanna Ham Malcolm Grear Noah Syken Stella GassawayAndrew Cutler Christina Arbini Gail Lozoff Joanne Chan Marc Mikulich Noelle Andrews Stephen A. RoellAndrew Welsh Christine Sheller Gavin Cooper Jody Friedman Marco A. Rezende Oliver Maltby Stephen DoyleAndy Gray Christine Mau Gayle Christiansen Joe Duffy Margaret Anderson P. Fouchard–Filippi Stephen SapkaAndy Sernovitz Clark Malcolm Geoff Verney Joe Pine Maria D’Errico Pamela Thompson Stephen SumnerAngora Chinchilla Clay Timon George Graves Joe Ray Maribel Nix Parag Murudkar Steve FrykholmAniko DeLaney Clement Mok Gerry Stankus Joel Grear Marie Morrison Pat Duci Steve PerryAnn Willoughby Cliff Goldman Gillian Wallis Joey Mooring Marilyn Sifford Patrick Cescau Steve SandstromAnna Bentson Colin Drummond Ginnie Gehshan John Bowles Marius Ursache Paul Pierson Steve StortiAnne Moses Colleen Newquist Greg Farrington, PhD John Coyne Marjorie Guthrie Peggy Calabrese Sunny HongAnthony Romero Connie Birdsall Greg Shea John Gleason Mark Lomeli Per Mollerup Susan AvardeAntônio C. D. Sepúlveda Cortney Cannon Gustavo Koniszczer John Hildenbiddle Mark McCallum Pete Colhoun Susan BirdAntonio R. Oliviera Craig Bernhardt Harry Laverty John Klotnia Mark Selikson Peter Emery Susan SchumanAntony Burgmans Craig Johnson Hans-U. Allemann John M. Muldar, PhD Martha G. Goethals, PhD Peter Wise Susan WesterferArnold Miller Craig Schlanser Heather Guidice Jon Iwata Martha Witte Phil Gatto Suzanne CammarotaAshis Bhattacharya Cristian Montegu Heather Stern Jon Schleuning Marty Neumeier Philip Dubrow Suzanne TavaniAubrey Balkind Curt Schreiber Heidi Caldwell Jonah Smith Mary Sauers Philippe Fouchard-Filippi Sven SegerAudrey Liu Dan Dimmock Heidi Cody Jonathan Bolden Mary Storm-Baranyai Q Cassetti Ted SannAyse Birsel Dan Maginn Helen Keyes Jonathan Mansfield Matt Coffman R. Jacobs-Meadway Terrence MurrayAziz Jindani Dan Marcolina Hilly Charrington Jonathan Opp Matt Macinnis Rafi Spero Terry YooBart Crosby Dana Arnett Howard Fish Joseph Cecere Matt Petersen Randy Mintz-Presant Theresa FitzgeraldBayard Fleitas Dani Pumilia Howard Schultz Josh Goldblum Matt Salia Ranjith Kumaran Thor LauterbachBecky O’Mara Danny Altman Ian Stephens Joshua Cohen Matthew Bartholomew riCardo Crespo Tim LapetinoBecky Wingate Darren Lutz Ilise Benum Joshua Davis Max Ritz Ricardo Salvador Tim O’MaraBeryl Wang Dave Luck, Mac Daddy Ioanna Papaioannou Juan Ramírez Megan Stanger Rich Bacher TJ ScimoneBeth Mallo Dave Weinberger Isabella Falco Julia Hoffman Megan Stephens Rich Rickaby Tom BirkBetty Nelson David Airey Ivan Cayabyab Julia McGreevy Mehmet Fidanboylu Richard C. Breon Tom GeismarBlake Howard David Becker Ivan Chermayeff Julia Vinas Melinda Lawson Richard de Villiers Tom NozawaBob Mueller David Bowie J. T. Miller Justin Peters Melissa Hendricks Richard Felton Tom VanderbauwhedeBob Warkulwiz David Erwin Jacey Lucas Karin Cronan Melissa Lapid Richard Kauffman Tom WatsonBobby Shriver David Ferrucci Jack Cassidy Karin Hibma Meredith Nierman Richard Saul Wurman Tosh HallBonita Albertson David Kendall Jack Summerford Kate Dautrich Michael Anastasio Richard Thé Tracy StearnsBrad Kear David Korchin Jaeho Ko Kate Fitzgibbon Michael Bierut Rick Bacher Travis BarteauxBrady Vest David Milch Jaime Schwartz Kathleen Hatfield Michael Cronan Rob Wallace Trevor WadeBrendan deVallance David Rose Jamie Koval Kathleen Koch Michael Daly Robbie de Villiers Tricia DavidsonBrian Collins David Roth Jane Randel Katie Caldwell Michael Deal Robbin Phillips Trish ThompsonBrian Faherty David Turner Jane Wentworth Katie Clark Michael Donovan Robin Goffman Victoria JonesBrian Fingeret Davis Masten Janette Krauss Katie Wharton Michael Flanagan Rodney Abbot Vince VoronBrian Jacobson Dayton Henderson Janice Fudyma Kazunori Nozawa Michael Graves Rodrigo Bastida Virginia MillerBrian Resnik Dean Crutchfield Jason Orne Keith Helmetag Michael Grillo Rodrigo Galindo Wandy CavalheiroBrian Tierney Debbie Millman Jay Coen Gilbert Keith Yamash*ta Michael Hirschhorn Roger Whitehouse Wesley ChungBrian Walker Deborah Perloe Jay Ehret Kelly Dunning Michael Johnson Ronnie Lipton Will BurkeBridget Duffy Delphine Hirasuna Jaya Ibrahim Ken Carbone Michael O’Neill Rose Linke Woody PirtleBridget Russo Denise Sabet Jaye Peterson Ken Pasternak Michal Levy Rosemary Ellis Yves BeharviiI LOVE YOU ELON MUSK
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Contents BasicsPart 1 presents the fundamentalconcepts needed to jumpstart thebranding process and creates a sharedvocabulary for the entire team.Brand basics Brand elementsDesigning Brand Identity is2 Brand 54 Brandmarksa quick reference guide. All4 B rand identity 56 Wordmarks6 Branding 58 Letterform markssubject matter is organized by8 B rand governance 60 Pictorial marksspread for ease of access in 10 Brand strategy 62 Abstract marks12 Why invest 64 Emblemsthe blinding speed of business14 Stakeholders 66 Dynamic marks16 Culture 68 Charactersand life. All that is needed is18 Customer experienceyour desire and passion to be 20 Cross culturesBrand dynamics22 Brand architecturethe best. 70 Trends24 Symbols72 Making a difference26 Names74 Big data analytics28 Taglines76 Social media30 Staying on message78 Smartphones32 Big idea80 Apps82 Private labelingBrand ideals84 Brand licensing34 Overview 86 Certification36 Vision 88 Crisis communications38 Meaning 90 Personal branding40 Authenticity 92 China42 Coherence44 FlexibilityBefore and after46 Commitment94 Brandmark redesign48 Value100 Packaging redesign50 Differentiation52 Longevityviii
