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Title: Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler, Alina R. Wheeler ISBN: 0-471-21326-8 Publisher: John Wiley & Sons Pub. Date: 15 January, 2003 Format: Hardcover Volumes: 1 List Price(USD): $35.00 |
Average Customer Rating: 4.73 (11 reviews)
Rating: 4
Summary: It's about identity, but not about the brand process
Comment: This *is* a great book when it comes to showing how to put together a coherent, soup-to-nuts identity program. But the title of the book is misleading - there's very little in this book about actually creating, building or maintaining strong brands per se. This wilfully confuses the logo for the company behind the logo. As Paul Rand once said of his logo for the ABC television network, it wasn't a matter of whether his logo lived up to the network, but whether the network lived up to the logo! The brand process involves a lot of non-graphical thought regarding the spirit or essence of what that organization is all about. "Is that an IBM thing to do?" The brand identity is, at best, only the surface expression: the brand is the idea of the company in its customers' minds. In that sense, creating and maintaining a strong brand is really about having clear direction, consistent policies and actions, and understanding that markets are conversations, not about whether the carpet matches the business cards and the Web site.
Rating: 5
Summary: A "must read" for anyone interested in brand identity
Comment: Too many books targeted to designers err on the side of a "showcase" presentation which exposes designers to the final solutions with little or no substance illuminating the process. This book will provide a comprehensive roadmap for designers and their clients.
"Designing Brand Identity" provides the information and processes to empower designers to transition into a more valuable role as consultants on identity and branding, not just the creator of visual symbols and logotypes. It is a look behind the scenes at a process which others capable of addressing have chosen to protect as proprietary information. Thanks, Alina for sharing your wisdom and experience.
Rating: 3
Summary: The title of this book might mislead you
Comment: When I put my hands on this book, I thought I would be adding one more point of view to my knowledge about brand identity, but this didn't quite happen.
This book isn't really about designing brand identity itself, but mostly about materializing brand identity into the visual identity of a company, limiting its whole concept. Furthermore, it is known that mere visual identity doesn't make a brand any stronger, as the title suggests.
Anybody with some previous brand identity knowledge in the marketing sense might get a little frustrated, had this person expected deep explanations about the creation of a brand identity plan (for that I would recommend Aaker's work).
On the other hand, if you are a designer willing to understand how to develop a visual identity linked to a brand identity, this book could be very useful.
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Title: The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier ISBN: 0735713308 Publisher: New Riders Pub. Date: 24 January, 2003 List Price(USD): $14.95 |
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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0060007737 Publisher: HarperCollins Pub. Date: 17 September, 2002 List Price(USD): $18.95 |
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Title: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Sergio Zyman, Marc Gob ISBN: 1581150784 Publisher: Allworth Press Pub. Date: 15 January, 2001 List Price(USD): $24.95 |
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Title: Logo Lounge: 2000 International Identities by Leading Designers (Logolounge) by Bill Gardner, Cathy Fishel, Catharine Fishel ISBN: 1564969096 Publisher: Rockport Publishers Pub. Date: January, 2003 List Price(USD): $50.00 |
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Title: Branding: Brand Strategy, Design and Implementation of Corporate and Product Identity (Design Directories) by Helen Vaid ISBN: 082305862X Publisher: Watson-Guptill Pubns Pub. Date: March, 2003 List Price(USD): $29.95 |
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