A one-stop reference for connecting visual design elements for Iogos to branding concepts.

Explores small.medium.and large dynamics of identity design:graphic identities.identity programs.brand identities.

Demonstrates core identity design principles through clear organization and a variety of sources and examples.

100 PRINCIPLES FOR DESIGNING LOGOS AND BUILDING BRANDS Design terms are too often used inconsistently--or just as bad.interchangeably.This leads to confusion for designers as well as clients.Brand Identity Essentials 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.

Through a cohesive structure that explores broader concepts in relation to graphic identities.identity programs.and brand identities.Brand Identity Essentials 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.

Introduction

IMAGERY

1.Illustrative Logos

2.Visual Style

3.An Aesthetic Niche

COLOR

4.Color Choices

5.Applied Color

6.Color Power

DIMENSION

7.3-D Logos

8.Physical Elements

9.A Sense of Place

CONTRAST

10.Contrast in Composition

11.Contrasting Elements

12.Being Different

SHAPE

13.Logo Shapes

14.Shape Patterns

15.Shape and Meaning

SYMBOLS

16.Cultural Symbols

17.Symbol Vocabularies

18.Brands as Symbols

TYPOGRAPHY

19.Monograms and Word Marks

20.Type Choices

21.Type and Meaning

WRITING

22.Names and Tagtines

23.Editorial Style

24.Voice

STO RY

25.Logos as Storytellers

26.Narrative Applications

27.Brand Stories

ORDER

28.Logo Structure

29.Program Consistency

30.What Is "On Brand"?

VARIATION

31.Logo Flexibility

32.Flexible Systems

33.Brands that Surprise

PERSONALIZATION

34.Personal Logos

35.Inclusive Programs

36.My Brand

PSYCHOLOGY

37.Marks and Meaning

38.Program Context

39.Brand Psychology

PROCESS

40.Idea Generation

41.Prototyping

42.Strategic Foundations

PRODUCTION

43.Production Methods

44."Image" as a Verb

45.New Sources of Meaning

DIGITAL IDENTITY

46.Pictures in Pixels

47.Building an Online Identity

48.Digital Brands

TRENDS

49.Logo Trends

50.Popular Culture

51.Macro Trends

SHORTCUTS

52.Do the Right Thing

53.Program Investments

54.Walk the Talk

SOCIAL MEDIA

55.New Interactions

56.Social Innovation

57.Transparent Brands

MULTIPLES

58.Ingredient Brands

59.Standards of Hierarchy

60.Managing Multiple Brand

INTELLECTUAL PROPERTY

61.Trademarks

62.Trade Dress

63.Owning an Aesthetic

DOCUMENTATION

64.Logo Specs

65.Application Rules

66.Brand Bibles

EVOLUTION

67.Logos Lifecycles

68.Planning for Change

69.Change Strategy

COMPETITION

70.Dueling Logos

71.Programs That Stand Out

72.Competitive Landscape

ORIGINALITY

73.Timelessness

74.Taking Chances

75.The Human ELement

WIT

76.Logos with a Sense of Humo

77.Fun with Programs

78.Funny Brands

IDEALISM

79.Standing for Something

80.Building toward Something

81.Promising Something

AUTHENTICITY

82.The Truth Comes Out

83.Authenticity Grows

84.Honesty Is Sustainable

COMMITMENT

85.Stick with a Good Idea

86.Program Confidence

87.Decisive Brands

STRATEGY

88.The Sign of a Promise

89.Customer Immersion

90.Positioning

RESEARCH

91.Do Your Homework

92.Constraints and Opportunities

93.Know Your Customer

TOUCHPOINTS

94.Experiencing the Logo

95.Connecting the Dots

96.Customer Experience Planning

INSPIRATION

97.A Good Idea

98.Contextual Inspiration

99.99% Perspiration

SIMPLICITY

100.Keep It Simple

Contributor Index

Acknowledgments

About People Design