Index

333 Belrose Bar & Grill, 65 Apple, 7, 27, 43, 51, 101, 142, 233, 257 Barnbrook, Jonathan, 255 92 (restaurant), 65 Applications, 124-151 Barnet, Kim, 117 overview, 124-125 Barton, Jim, 256 trial, 120-121 Bass Ale, 27 A ARAMARK, 34, 161 Bass, Saul, 26 AA+J, 6, 58, 61, 107, 225 Armstrong, Mark, 240 Batman, 251 Aaker, David A., 15, 34, 97 Arsentyev, Vladimir, 240 BBC, 24 Abbreviations, 129 Arvin Industries, 58-59 Beatles, The, 134, 232 ABC, 24 Arx, 53 Beijing 2008 Olympic Games, 240-241 Abstract marks, 62-63 Ask Jeeves, 67, 84 Belden, Russonello & Stewart, 181 Aclara Biosciences, 234 Assurant, 184-185 Bell Gothic, 115 ACLU, 94-95, 180-181 Astra Zeneca, 25 BellSouth, 206 ACNielsen, 201 AT&T, 27, 206 Bella Cucina, 65 Actimed Emergency Systems, 262-263 Atari, 27 Ben & Jerry’s, 258 AdamsMorioka, 30-31 Athens 2004 Olympic Games, 240-241 Bensley, Jill, 183 Adams, Sean, 30 Atlanta 1996 Centennial Olympic Games, Berkovitz, Bruce, 161 Adobe Systems Inc., 43 186-187 Bernhardt Fudyma Design Group, 97, 132 Advertising process, 140-141 Audit readout, 94-95 Berwind, Jessica, 47 Advertising Specialty Institute, 151 Audits Berwind Corporation, 47 AeroMexico, 24 competitive, 88-89 Best practices, 177-269 Aflac duck, 67, 117 language, 92-93 Bettito, Jim, 48 AGS, 52, 138 marketing, 86-87 Betty Crocker, 67 Aicher, Otl, 240 readout, 94-95 Bezos, Jeff, 97, 178 AIGA, 169 stakeholder, 90-91 Bibendum, 26 Air Canada, 24 Aunt Jemima, 67 Bierut, Michael, 68-69, 72, 208-209, 247 Albertson, Bonita, 57 Authenticity, 22-23 Bigham, Amy Grove, 55 Ali, Muhammed, 186 Avarde, Susan, 12, 78, 208-209 Big idea, 98-101 Allatt, Mark, 170 Aveda, 45, 142, 188-191 Big-Box Stores, 39 Alleman, Almquist + Jones, 6, 58, 61, Aveda Japan, 142, 188-189 Birds Eye, 258 107, 225 Aveda Uruku, 6, 190-191 Birk, Tom, 232-233 Allemann, Hans-U., 107, 225 Bitetto, Jim, 48 Allen, Harry, 6, 191 Bitmap images, 173 Allstate, 51 COPYRIGHTEDB MATERIAL BMW, 24, 51 Alusiv, 60 B2BPulse, 84 Body Shop, The, 43 Alvin Ailey, 56 Bacher, Rick, 200-201 Bonita Albertson Design, 57 Amazon.com, 7, 97, 178-179 Bahamas, 146-147, 192-193 Borden Dairy Products, 67 American Alphabet, 8 Bailey Group, The, 55, 135 Boylan, Brian, 100, 253 American Civil Liberties Union, 94-95, Baldridge, Patricia, 154-155 180-181 BP, 6, 100, 110, 113, 196-197 Balkind, Aubrey, 28 American Folk Art Museum, 23 Braga, Costi, 262 Ballard Spahr Andrews & Ingersoll, 126 American Girl Place, 182-183 Brains on Fire, 223 BAM, 68-69 American Lawyer, The, 217 Brand, 4-5 Bank of America, 51 Amoco, 196 Brand architecture, 42-43 Bank of New York, 143, 194-195 Anderson, Margaret, 47 Brand books, 164-165 Barcelona 1992 Olympic Games, 240- Angels in America, 61 241 Brand brief, 102-103

272 Index Brand champions, 160-161 Campbell’s Soup Company, 43 Cloud Gehshan Associates, 54, 65 Brand definition, 2 Carbone Smolan Agency, 55, 164-165, CNN, 25 184-185 Brand driver, 197 CNNMoney, 256 Carla Hall Design Group, 86, 243, 261 Brand equity research, 85 Coca-Cola (Coke), 27, 134, 162, 187, Carlzon, Jan, 158 208-209 Brand identity, 6-172 Carmichael Lynch, 97 Cody, Heidi, 4,8 change, 154-155 Carter, Matthew, 115 Cognition sequence, 9 definition, 6 Carter, Stephen, 207 Coherence, 28-29 experts, 10-11 Case studies, 178-269 Cole, Kenneth, 100 fundamentals, 36-69 Casetti, Q., 58 Collaboration, 76-77 ideals, 16-35 Celestial Seasonings, 255 Columbia Pictures Corporation, 67 investment, 14-15 Center City District, 53, 198-199 Color, 110-113 launch, 156-157 Cereality Cereal Bar & Cafe, 200-201 Columbia goddess, 67 need for, 10-11 Cescau, Patrick, 258 Columbus Salame, 54, 65, 210-211 origins, 268 Chambers Group LLC, 7, 78-79, 202-203 Commitment, 32-33 process, 72-175 Champion International, 7, 58-59 Compass Rose, 53 Brand space, 170 Chan, Joanne, 178-179 Competitive audit, 88-89 Brand strategy, 36-37, 96-99 Changing brand identity, 154-155 Competitive intelligence, 85 scenarios, 96 Characters, 66-67 Concentrics, 51, 63 Brandmarks, 52-67 Characters identity, 128-129 Conseil, Dominique, 190 Braun, 57 Charlie the Tuna, 67 Consistency, 28-29 Brennan, Jack, 260 Chase Manhattan, 26-27 ConsultEcon, 264 Briefs, 102-103 CHDG, 243 Corporate culture, 4 Brinker Capital, 35, 63 Chedd-Angier-Lewis, 264 Covello, Dr. Vincent, 47 Bristol-Myers Squibb, 25 Chermayeff & Geismar, 7, 20, 26, 33, 56. Coyne, John, 35 British Petroleum, 6, 100, 110, 196-197 58, 61, 63, 118-119, 249 CP+B, 57, 233 British Telecom, 61 Cheskin, 84 Crain, 217 Broadcasting Board of Governors, 249 Chicago 2001, 204-205 Creative brief, 102-103 Brochure design process, 132-133 Chicago GSB, 204-205 Cress, Richard, 60 Brokers Insurance, 58-59 Children’s Television Workshop, 57 Crispin Porter + Bogusky, 57, 232-233 Brooklyn Academy of Music, 68-69 Cho, Young-Chu, 212 Cronan, Michael, 62, 82, 102, 256-257 Brooklyn Botanic Gardens, 55 Christensen, Gayle, 218, 221 Cronan, 6, 62, 65, 82, 256-257 Brooklyn Brewery, 65 Chrysler, 24 Crosby, Bart, 58, 96, 205, 237 Browne, Lord John, 196 Chunning, Guo, 240 Crosby Associates, 6, 58-59, 63, 96, 161, Bruegger’s Bagels, 64 CIGNA, 34, 61, 113 165, 169, 205, 216-217, 237 Business card design process, 130-131 Cingular Wireless, 6, 20, 51, 97, 111, Cross cultures, 44-45 BusinessWeek, 209 206-207 Cullen, Moira, 76, 162 Citi, 12-13, 78, 208-209 Customer experience, 40-41 Citibank, 209 C Citicorp, 27, 208-209 CBS, 21, 24, 27 Citigroup, 50, 165, 208-209 D CCD, 198-199 Clayton, J. Kerry, 184-185 D’Agostino, Anthony, 65 CDS, 169 Clean and Clear, 135 Daehan Investment Trust Securities, 131 C&G Partners, 28, 107, 174, 249 Clifford, Donald K., 101, 264 Daetoo, 131 Caldwell, Katie, 267

273 Dairy Council, 51 Dummies Man, 214-215 F Dallas Opera, 58 Dunkin Donuts, 27 Fabergé, 142 Danish State Railway, 226 Dunn, Dr. Dennis, 84 Fallon Worldwide, 13, 50, 209 Danziger, Lou, 124 Dunn, Michael, 80-81 Fancy Pants Press, 60 Dautrich, Kate, 243 Favicons, 148-149 Davidson, Carolyn, 20 Federal Express, 219 E Davis, Scott M., 7, 14 FedEx, 43, 101, 218-219 Eastman Kodak, 27 Dawes, Nicole, 229 FedEx Kinko’s, 220-221 eBay, 51, 101 DC Comics, 250-251 Feierstein, Cathy, 76, 185 Eimer, Nate, 216-217 de Coubertin, Baron Pierre, 240 Ferrari, Enzo, 232 Eimer Stahl, 6, 216-217 de Jánosi, Alex, 194-195 FDX Corp., 219 Einstein, Albert, 84 Deal, Terrence, 160 Field Museum, The, 63 Electric Company, 67 DeBeers, 51 File formats, 173 Eli Lilly and Company, 24 Decision making, 78-79 File naming, 173 Eliot, George, 3 Dell, 57 Fili, Louise, 65, 229 Elliot, Robin, 243 Deloitte, 170-171 Find Great People International, 222-223 Elmer the Bull, 67 DeSantis Breindel, 235 Fine Line Features, 58-59 Elmer’s Glue, 67 Design Council, The, 159 Fingeret, Brian, 235 Elsie the Cow, 67 Design Focus, 54 Fish, Howard, 76, 265 Elvis, 233 Designing FitzGerald, Anthony Burgmans Niall, 258 Emblems, 64-65 applications, 124-150 Flab Bat, 61 Empire Blue Cross & Blue Shield, 132 symbols, 106-107 Funderburk, Britt, 59 Energizer Bunny, 66-67 standards formats, 166-173 Flamarine, 263 Energy Department Store, 53, 58-59 Deutsch, Blake, 41 Flexibility, 30-31 Enterprise IG, 35, 158 Dialog Box, 58 Fo Wilson Group, 181 Environments, 142-143 DaimlerChrysler, 43 Focus groups, 85 Ephemera, 150-151 Dickinson, Emily, 120 Folio One, 38, 47, 49, 81, 90 EPS, 173 Differentiation, 24-25 Foodsource, 57 Ernie Keebler & the Elves, 67 Digital composition, 172-173 Ford, 24, 27 Ernst & Young, 51 Dillon, Mary, 201 Ford, Henry, 39 Erwin, David, 251 Dine, Thomas A., 248-249 Fortis Inc, 184-185 Estée Lauder, 188 Diners Club, 27 Fortis Insurance N.V., 184 Eveready Energizer Batteries, 66 Disney, 209 Foster, Ching, 247 Evernden, Graham, 229 Dominion, 58-59 Fotte Cone Belding, 50 Evidence-based design, 159 Donovan/Green, 41, 182-183 Fox, 25 Exterior design, 142-143 Dosirak, 7, 122-123, 140-141, 212-213 Franklin Institute Science Museum, The, Exxon, 27 6, 224-225 Dove, 258 Exxon Tiger, 67 Fraser, Margaret, 35 Doyle Partners, 231 Eye tracking, 85 Free Library of Philadelphia, The, 54 Doyle, Stephen, 231 Friedman, Judith, 247 Drummond, Colin, 232 Friends World Committee for DSB, 226-227 Consultation Section of the Americas, 35 Duffy, Joe, 94, 146, 193 Frost, Dr. Delyte, 202 Duffy & Partners, 94, 146, 193 Frutiger, 115 Dummies, 214-215 Funderburk, Britt, 58

274 Index G H Intellectual property, 86, 126 Gap, The, 208 Hacker, Chris, 45, 189, 191 Internal design teams, 162-163 Gassaway, Stella, 118, 136, 149, 158, Hair, Mr. & Mrs. Aubrey, 56 Interbrand, 161, 209 203 Hall, Carla, 86, 243 Internal audit, 86-87 Gatorade, 134 Hammerschön, 58-59 International Paper, 27 Gatto, Phil, 211 Harley-Davidson, 97 Interviewing, 83 GE, 50-51, 100, 209 Harris, Sylvia, 11, 94, 180-181 iPod, 43, 256 Gecel, Lizette, 58 Harry Allen and Associates, 6, 191 Irwin Financial Corporation, 58-59 Gecko, 67 Harry’s Road House, 65 Issogonis, Sir Alex, 232 Geico, 67 Harvard Business School, 209 Itza Pizza, 65 Geissbuhler, Steff, 20, 28, 107, 118, 174, Haviv, Sagi, 119 Iwasaki, Yataro, 21 249 Heller, Steven, 118 General Electric, 27, 100 Hellmann’s, 43, 258 General Foods, 27 J Herman Miller, 106 General Mills Cereal, 67 Jack, 207 Hewlett-Packard, 43, 51 General Motors, 39 Jacobs-Meadway, Roberta, 126 Hildenbiddle, John, 236-237 Genius Bar, 142 Jacobson, Alan, 138 Hine, Thomas, 134 Genomic Health, 235 Jakeman, Brad, 50 Hinrichs, Kit, 28, 211 George, Robert, 61 Javed, Naseem, 48 Hirschhorn, Michael, 74, 181 Georgetown University, 20 Jay, Hilary, 143 Hoechst, 51 GIF, 173 JDM Partners, 63 Hoefler & Frere-Jones, 114 Gilmore, James H., 41, 183 Jeep Cherokee, 43 HOK, 264 Glaser, Milton, 57, 61, 64-65, 177 Jeeves, 67 Honda, 25 Glenn, Nick, 59 Jenner & Block, 161 Howard Johnson’s, 142 Global metrics, 174-175 Jerde, Jon, 240 HR Block, 9 Godiva Chocolatier, 43 Joachimsthaler, Erich, 15, 34 HSBC, 45, 51 Goertz Fashion House, 58-59 Jobs, Steve, 18 Hudson, Sally, 35, 37 Goethals, Martha Gregor, 245 Joel Katz Design Associates, 52-53, 58, Human Capital, 158 Golden, William, 21 63, 108, 199 Hyatt Place, 63 Goldsholl, Morton, 58 John Deere, 27 Google, 84 John Wiley & Sons, 214-215 Johnson & Johnson, 27 Gorman, Marjorie, 9 I Jolly Green Giant, 67 Grapefruit, 7, 144-145, 262-263 I Love NY, 27 Jones, James Earl, 116 Graves, George, 148 IBM, 27, 35, 57, 209 JoongAng Ilbo, 58-59, 152-153 Grear, Malcolm, 77, 107, 187, 245 Ideals, 16-35 Jooste, Cathy, 143 Great American Fish, 61 Identity, 2-3 JPEG, 173 Green, Nancye, 183 Ignite Health, 235 Jung, Andy, 141 Green Giant, 67 IKEA, 27, 36 Greenlighting, 185 ILona Financial, 63 Greteman Group, 58 iMac, 18 K Greyhound USA, 27, 61 Immelt, Jeffrey R., 100 Kapner, Lori, 48, 104, 235 Grillo, Michael, 134 Infinite, 58, 63, 131, 152-153 Kapner Consulting, 48, 104, 235 Gucci, 142 Infiniti, 25 Katz, Joel, 52-53, 58-59, 63, 199 Guerra, Dave Reyes, 32 Information to request, 82, 87 Kauffman, Richard, 136 Guggenheim Museum, 142 ING Direct, 40-41 Kay, Alan, 18 Guinness, 27 In-house design, 162-163 Kbrand Associates, 7, 122-123, 141, 213 Gymboree, 28-29 Insight, 80-81

275 Keith, Michael, 182 Lippincott Mercer, 63, 158, 194-195 Meaning, 20-21 Kendall, David, 88 Lipton, 258 Measuring success, 158-159 Kendall Ross, 88 Lipton, Ronnie, 44, 45 Mercedes-Benz, 27, 43, 51 Kennedy, Allan, 160 Little Red Book, 161 Merck, 24, 63 Kenneth Cole Productions, 4 Little & Company, 251 Mercy Corp., 50 Kerrey, Bob, 238-239 Loewy, Raymond, 61 Mergers, 159 Keusey Tutunjian & Bitetto, PC, 48 Logotype design, 108-109 Merrill Lynch, 27, 61 Keyes, Helen, 35 Løgstrop, Claus, 227 Meta Design, 115 Kia, 25 London Underground, 27 Metrics, 158-159 King-Casey, 61 Look and feel, 22, 68-69 human capital, 158 Kinko’s, 220-221 Los Angeles 1984 Olympic Games, 240- touchpoints, 159 241 KLM Royal Dutch Airlines, 24 Metropolitan Life, 27 Louise Fili Ltd., 6, 65, 229 Klotnia, John, 121 Mexico 1968 Olympic Games, 240-241 Löwenbräu, 27 Kmart, 231 MGD, 187 Lufthansa, 51 Knorr, 258 MGM Pictures, 67 Kodak, 113 Michael Keith Design Group, LTD, 182 Kontrapunkt, 7, 166, 226-227 Michelin, 26-27, 67 M Koontz, Debra, 50 Mickey Mouse, 67 MacDonald, Anne, 208-209 Kort & Godt, 7, 166, 226-227 Microsoft, 43, 51 Main Line Art Center, The, 55 Koval, Jamie, 206-207 Mikulich, Marc Jeffery, 215 Malcolm Grear Designers, 58, 138-139, KTF, 212-213 186-187, 245 Mini Cooper, 51, 232-233 Kraft Foods, 43 Managing Minolta, 51 Kubota, 57 assets, 152-175 Mitsubishi, 21, 27 Kuhlmann, Arkadi, 41 decisions, 78-79 Mobil, 27, 33, 57 process, 72-80 Mollerup Design Lab, 57 Manuals, 169 Mollerup, Per, 107 L March of Dimes, 61 Monigle Associates, 160, 171 L’ Eg g s , 2 7 Marketing audit, 86-87 Monogram Biosciences, 234-235 LabCorp, 235 Market research, 84-85 Montréal 1976 Olympic Games, 240-241 Lacoste, 61 Marks, 52-64 Moscow 1980 Olympic Games, 240-241 Lake Placid Winter Olympics, 265 abstract, 62-63 Motion, 118-119 Landor, Walter, 4 characters, 66-67 Motorola, 27, 58-59 Landor Associates, 6, 61, 101, 197, 215, emblems, 64-65 Motorola RAZR, 7, 149 218-219, 221, 240 letterform, 58-59 Mr. Peanut, 67 Language audit, 92-93 pictorial, 60-61 MSNBC, 51 Late July Organic Snacks, 6, 228-229 redesign, 54-55 Muldar, Dr. John, 244-245 Launching brand identity, 156-157 wordmarks, 56-57 Munich 1972 Olympic Games, 240-241 Launch plan, 157 Marriott, 43 Mutual of Omaha, 51, 165, 236-237 Leadership, 15, 19, 32, 77 Martha Stewart Living Omnimedia, 43, Muzak, 16 Leo the Lion, 67 101, 230-231 Mystery shopping, 85 Letterform marks, 58-59 Masten, Davis, 84 Letterhead design, 128-129 Material ConneXion, 191 LevLane, 51 Mathiesen, Pia Bech, 226 N Levy, Paul, 198 Mattel, 182 Nabisco, 27, 43, 97 Lichtenstein, Harvey, 69 Mau, Bruce, 98 Name change, 48-49, 104-105, 154-155 Lifemark Partners, 34, 58-59 McDonald’s, 27, 208-209 Lilly, 43 McNabb, William, 261

276 Index Names, 48-49 P Project managers, 75 myths, 48 Packaging design process, 134-135 Prophet, 159 qualities, 49 Pagliarulo, Anne, 65 Providence Journals, 58-59 types, 49 Pan American World Congress of Prozac, 43 Architects, 63 Naming, 104-105 Prudential, 27 Panathenaic Amphora, 187 Napolitano, Russ, 135 Pullman, Chris, 118, 162-163 Panoptic Communications, 136 Narrowing the focus, 98-99 Pantone, 112 National Guard, 51 Parkinson, Dr. James, 243 Q Natural History Museum of the Adirondacks, The, 264-264 Parkinson’s Disease Foundation, 242-243 Q Cassetti, 58 Navy Seals, 43 PBS, 25, 27, 43, 61 Quaker Oats, 27 NBC, 25, 27, 61 Peninsula Papagayo, 164-165 Qualicon, 52 Nelson, Betty, 37 Penn, William, 199 Qualitative research, 85 NEPTCO, 58-59 Penns Landing, 53, 63 Quantas Airways, 25 Nestlé, 27 Pentagram, 7, 13, 23, 28-29, 54, 57, 61, Quantitative research, 85 65, 68-69, 114, 208-209, 211, 246-247 Nesquick Bunny, 67 Quest Diagnostics, 58-59 Perry, Steve, 135 Neubauer, Joseph, 34 Questions, 83 Peters, Tom, 5, 130 Neumeier, Marty, 4, 77, 118, 160 QVC, 148 Philadelphia University, 143, 154 New media, 148-149 Philips, 51 New Mexico Department of Health, 34 Phillips, Robbin, 222 R New School, The, 101, 238-239 Phillips International, 223 Radio Free Europe/Radio Liberty, 54, New York Jets, 114 118 -119 , 24 8 -24 9 Pictorial marks, 60-61 New York Times, The, 51 Raitt, Bonnie, 46 Pierce, Michael, 148-149 Newsletters, 169 Ralph Lauren, 43 Pillsbury, 67 Nick Glenn Design, 58 Ramsay, Mike, 256 Pillsbury Doughboy, 67 Nickelodeon, 30-31 Rand, Paul, 57, 58, 106-107 Pine II, B. Joseph, 41, 183 Nierman, Meredith, 267 Raster images, 73 Pink, Dan, 81 Nike, 20, 27, 43, 51, 208 Rechelbacher, Horst, 188 Pirtle, Woody, 23, 56, 58 Nissan, 25 Reddy Killowatt, 66-67 Pitney, Jack, 233 Northwest Airlines, 25 Redesign, 54-55 Planters, 67 Red flags, 79 Plato, 22 Reed, John, 208-209 O Playboy, 233 Reidel, Lissa, 38, 47, 49, 81, 90 Ogilvy, David, 140-141 Pleasant Company, 182 Reinhardt, Mike, 171 Ogilvy & Mather, 197 PNC, 51 Renyi, Thomas A., 194 Olay, 51 Points North Communications, 264-265 Reproduction files, 172-173 Olins, Wally, 5 Polly-o, 65 Residence Inn, 43 Olympic Games, 27, 240-241 Polo, 43 Rev Group, 7, 58, 63 Online branding tools, 160, 166, 169-171 Positioning, 38-39 Reyes Guerra, Dave, 32 Online surveys, 85 PowerBook G4, 7 RFE/RL, 248-249 Opto Design, 65, 120-121, 181 PowerPoint, 43 Ries, Al, 38, 98 Oreo, 43 Praxis Consulting Group, 75 Ries, Laura, 98 Orfala, Paul, 220 Presbyterian Church, 244-245 Riley, Dr. Barbara, 78-79, 202-203 Origins of brand identity, 268 Presentation, 122-123 Risk communications, 47 Oslo Airport, 57 Princeton Athletics, 246-247 Ritter Strategic Marketing, 140-141 Outward Bound, 51 Process, 71-157 Ritz-Carlton, The, 43 Owens Illinois, 58-59 Project management, 74-75

277 Roberts, Chad, 229 Siegel, Alan, 239 T Roberts, Ken, 158 Siegel & Gale, 57, 93, 101, 238-239 Taglines, 50-51 Rogers Ford, 58-59 Signage design process, 138-139, 238- Tang, 43 239 Rohm & Hass, 27 Target, 39, 51, 101 Signature design, 108 Rolling Stones, The, 172 Tate, 97, 252-253 Singer, Brian, 251 Rolls-Royce, 27 Tazo, 57, 97, 101, 254-255 Sippel, Erich, 37 Romero, Anthony, 180 Ted, 25 Six Sigma, 159, 261 Ronald McDonald, 67 Telemundo, 58-59 Slover-Linett, Cheryl, 217 Rosie the Riveter, 67 Teleworld, 257 Smith, Fred, 218-219, 220 Roth, David, 200 Terrazas, Eduardo, 240 Smokey the Bear, 67 Rowland, Pleasant, 182-183 Texaco, 9, 27 Snapple, 255 Royal Caribbean SeaXpress, 58-59 Thompson, Trish, 143 Sneakers, 39 Ruth, Babe, 76 Thought books, 164-165 Sonic branding, 117 Tierney Communications, 71 Sony, 43, 257 Tierney, Brian, 71 S Sound, 116-117 Tiff, 173 Sacred Heart Hospital, 63 Specialty Labs, 235 Tiffany, 134 Safe and Ready, 34 Spiekerman, Erik, 114 Tilghman, Shirley M., 247 Samsung, 9 Spirit Books, 164-165 Time factors, 74 Samyang, 54 Sprint, 63 Time Warner, 7, 20, 250 Sandoz, Steve, 97, 255 Squibb, 25 Timon, Clay, 218 Sandstrom Design, 57, 255 St. Joseph’s, 55 TiVo, 6, 65, 256-257 Sandstrom, Steve, 255 Stakeholder audit, 90-91 Toby Lerner, 52 SAS, 161 Standards, 32-33, 160-171 Tony the TIger, 67 Saturn, 101 content, 166-167 Toshiba, 51 SBC Communications, 206 formats, 168-169 Touchpoints, 5, 46 Scandanavian Airlines Group, 161 online, 170-171 Towey, Gael, 110, 230 Schacherer, Mike, 251 Starbucks, 41, 43, 45, 255 Trademark process, 126-127 Schecter Group, 161 Starkist Tuna, 67 Transamerica, 27 Scher, Paula, 73, 107, 208-209 Staying on message, 46-47 Travelers Group, 208-209 Schering-Plough, 24 Stellarvisions, 7, 47, 118, 137, 150, 158, Traverso, Debra Koontz, 50 Schmitt, Bernd, 41 203 Trial applications, 120-121 Schnell, Tres, 34 Stem Cell Conference, 6, 62 Trias, Jose Maria, 240 Schultz, Howard, 41, 45 Stephens, Ian, 259 Trix the Bunny, 67 Screen Gems, 63 Stewart, Martha, 101, 230-231 Trout, Jack, 38 Sears, 51 Strunk, William, 47, 92 Truth, 57 Seatrain Lines, 58-59 Studio 360, 65, 120-121 Turner, David, 179 Segmentation, 85 Subaru Outback, 43 Turner Duckworth, 7, 97, 178-179 Selber, Jerry, 51 Summerford Design, 58, 128-129 Tusk, 61 Selection process, 12 Superman, 250-251 Twinings, 255 Sengelov, Keld, 226 Sussman, Deborah, 240 Tyne, Emily, 181 Seoul 1988 Olympic Games, 240-241 Sustainability, 26-27 Typeface families, 115 Serota, Sir Nicholas, 97 Swiss Army, 61 Ty p o gr a p hy, 114-115 Sesame Street, 43 Sydney 2000 Olympic Games, 240-241 Shell, 27 Sylvester, Lesley, 185 Sherrill Associates, 217 Symbols, 2, 6-9, 52-64, 106-107

278 Index U W Woodpile Studios, 265 Ulrich, Bob, 101 Wallace Church, 65 Wool Bureau, 27 U.S. Navy, 43 Wall Street Journal, The, 185 Wordmarks, 56-57 U.S. Patent and Trademark Office, 127 Walt Disney, 67 Worldstudio Foundation, 137 Uncle Sam, 67 Walters, Gary D., 246-247 World Wildlife Foundation, 61 Understand the business, 82-83 Warhol, Andy, 4 Wyeth Ayerst, 25 Uniform design, 146-147 Warkulwiz Design Associates, 65 Wyman, Lance, 240 Unilever, 43, 55, 258-259 Warner Bros., 251 United, 25, 27 Wasylyshyn, Dr. Karol, 19 X United Way, 27 Water, 39 Xerox, 187 Unitel, 131 Watson, Tom, 35 University of Chicago Graduate School of Website design process, 136-137 Business, 204-205 online branding tools, 170-171 Y University of Pennsylvania, 43, 109 Weekly Wire, The, 263 Yang, Seung Choon, 240 Univision, 58-59 Weekly World News, 233 YMCA, 58-59 Uprichard, John D., 222-223 Weiden & Kennedy, 255 Young, Suzanne, 122 UPS, 27 Weill, Sanford, 208-209 Young, William D., 234 Urban icon, 53 Welch, Andrew, 197 Ursache, Marius, 262 Welcomm Publicis Worldwide, 7, 122-123, Usability testing, 85 141, 213 Z USDA Forest Service, 67 Wellcome, 25 Zao Noodle Bar, 65 USPTO, 127 Welch, Andrew, 197 Zeek’s Pizzeria, 58-59 Westheimer, Dr. Ruth, 215 Zippo lighter, 67 Westinghouse, 27, 58-59 Zoom, 49, 266-267 V Westside Organics, 7, 144-145 Zours, 135 Value, 34-35 Weyerhaeuser, 27 Van de Wereld, J. W. S., 243 WGBH, 49, 118, 161-163, 165, 267 Vanderbilt University, 58-59, 138-139 Wharton, 43, 52, 108-109 Vanguard, 260-261 Wheeler, Ed, 44 Vásquez, Pedro Ramirez, 240 Wheeler, Tessa, 149 Vector graphics, 173 White, E.B., 47, 92 Vehicle signage process, 144-145 Whittemore, Lynn, 167 Velfina, 262-263 Wilchcombe, Obie, 192 Verge, 52 Wild Center, The, 101, 264-265 Verizon, 116 Wild Kingdom, 236-237 Viagra, 51 Willer, Marina, 252 Virco, 235 Williams-Sonoma, 211 Miscellaneous Credits Virgin, 43 Williamson, Ed, 77 Motorola RAZR and Virgin Atlantic, 25 Motorola logo are Windy, 67 reproduced with permission Virgin Mobile, 51 Wingate Consulting, 77 from Motorola, Inc. ViroLogic, 234 ©2005 Motorola, Inc. Wingate, Rebecca G., 34 Vision, 18-19 Wint, Dennis M., 224 Voice audit, 92-93 Wireality, 263 Volkswagen, 25, 27, 51 Wolff, Michael, 208-209 VSA Partners, 6, 20, 97, 111, 206-207 Wolff Olins, 55, 61, 97, 101, 115, 240- Vysis, 235 241, 252-253, 259 Wonder Woman, 251

279