Brand Identity Essentials by Budelmann, Kevin -- Read -- Imperial Library of Trantor

Index

Cover Title Page Contents Introduction Brand Identity Framework Essential Tools

Image

1. Illustrative logos 2. Visual style 3. An aesthetic niche

Color

4. Color choices 5. Applied color 6. Color signals

Typography

7. Logotypes 8. Type choices 9. Type and meaning

Shape

10. Logo forms 11. Graphic patterns 12. Shape meaning

Contrast

13. Contrast in composition 14. Contrasting elements 15. Get different

Dimension

16. Logos in real life 17. Physical space 18. A sense of place

Symbols

19. Cultural symbols 20. Symbol systems 21. Brands as symbols

Voice

22. The name game 23. Editorial style 24. Brand voice

Consistency

25. Lay a foundation 26. Flexible systems 27. Staying on brand

Story

28. Set the stage 29. Consider each scene 30. Brand narratives

Time

31. Each moment matters 32. Total time 33. Opportunity cost

Essential Decisions

Psychology

34. Understand your customer 35. Deliver an experience 36. Brand psychology

Wit

37. A reason to smile 38. Fun with programs 39. Stay human

Trends

40. Watch trends 41. Relevant programs 42. Macro trends

Media

43. New opportunities 44. The right channel 45. Medium is the message

Personalization

46. Business of crowds 47. Bend without breaking 48. Customers own the brand

Process

49. Generate ideas 50. Develop good filters 51. Support the strategy

Prototyping

52. Making to think 53. Failing is learning 54. Prototype iteration

Multiples

55. Brand clarity 56. Brand layer cake 57. Managing multiple brands

Standards

58. Graphic specifications 59. Application rules 60. Brand bibles

Investments

61. Do the right thing 62. Economy of templates 63. Walk the talk

Ownership

64. Protect trademarks 65. Iconic value 66. Own an aesthetic

Essential Strategies

Change

67. Logo life cycles 68. Evolve with customers 69. Plan for change

Competition

70. Know competitors 71. Program differentiation 72. Competitive position

Originality

73. Seek timelessness 74. Take chances 75. Dial into human needs

Positioning

76. Identify your customer 77. Stake a claim 78. Make tough choices

Users

79. Customers are people 80. Users versus markets 81. Universal design

Research

82. Do your homework 83. Embrace constraints 84. Key insights

Commitment

85. Stick with a good idea 86. Confident programs 87. Decisive brands

Touchpoints

88. Interactions are opportunities 89. Customer perspective 90. Experience planning

Systems

91. Identify all the parts 92. Look for connections 93. Inputs and outputs

Inspiration

94. Look for ideas everywhere 95. Work the problem 96. Inspiration in context

Purpose

97. Design consequences 98. Behavior and belief 99. Net effect 100. Keep it simple

Brand Audits Curriculum for Educators Acknowledgments Contributors Dedication Copyright

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