Designing Brand Identity This book is printed on acid-free paper. Copyright © 2009 by John Wiley & Sons, Inc. All rights reserved 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, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com. 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Advertising—Brand name products. I. Title. HD69.B7W44 2009 658.8’27—dc22 2009018429 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 Alina Wheeler Designing Brand Identity an essential guide for the entire branding team John Wiley & Sons, Inc. No one does it alone. Hello No one does it alone (in branding and in life). This Why should they care? The process to achieve is a resource for the whole branding team—from remarkable results is the same whether you are the CEO to the creative director to the designer an entrepreneur with an audacious big idea, or and brand strategist. I want to make it easy to a global company with hundreds of brands and quickly grasp the fundamentals and be inspired thousands of employees. by best practices; I want to make it easy to seize Books, like brands, are built over time. Creating every opportunity to delight customers and this resource has been my personal Mount attract prospects; and I want to make it easy to Everest. Love, indeed, does conquer all. My build brand equity. husband Eddy’s boundless energy and laughter The tools have changed. The fundamentals have always make the impossible possible. Tessa and not. The questions are the same whether you’re Tearson are my shooting stars. Skylight is my on Facebook or in Shanghai: Who are you? Who Shangri-la. needs to know? How will they find out? vivivi Thank you to my Dani Pumilia Jim Bittetto Meejoo Kwon Stefan Liute colleagues who shared Danny Altman Jinal Shah Melinda Lawson Steff Geissbuhler Dave Luck, Mac Daddy Joan Carlson Melissa Lapid Stella Gassaway their time + wisdom David Becker Joanna Ham Meredith Nierman Stephen Doyle David Kendall Joanne Chan Michael Bierut Stephen Sapka David Milch Jody Friedman Michael Cronan Steve Frykholm Abbott Miller David Rose Joe Duffy Michael Donovan Steve Perry Aiden Morrison David Roth Joe Pine Michael Flanagan Steve Sandstrom Alan Brew David Turner Joe Ray Michael Grillo Steve Storti Alan Jacobson Davis Masten Joel Grear Michael Hirschhorn Sunny Hong Alan Siegel Dean Crutchfield Joel Katz Michal Levy Susan Avarde Albert Cassorla Deborah Perloe John Bowles Mike Flanagan Sylvia Harris Alex Clark Delphine Hirasuna John Coyne Mike Reinhardt Tom Birk Al Ries Dick Ritter John Gleason Mike Schacherer Tom Geismar Alvin Diec DK Holland John Hildenbiddle Milton Glaser Tom Watson Amanda Bach Donna MacFarland John Kerr Mindy Romero Tricia Davidson Amanda Neville Dr. Barbara Riley John Klotnia Moira Cullen Trish Thompson Andrew Cutler Dr. Delyte Frost Jon Bjornson Monica Little Will Burke Andrew Welsh Dr. Dennis Dunn Jon Schleuning Nancy Donner Woody Pirtle Angora Chinchilla Dr. Ginny Vanderslice Juan Ramírez Nancye Greene Antonio R. Oliviera Dr. Karol Wasylyshyn Karin Hibma Nate Eimer 3rd Edition Anna Bentson Dustin Britt Kate Dautrich Ned Drew Thank you for your creativity Anne Moses Ed Williamson Kate Fitzgibbon Nick Bosch and brilliance. Ann Willoughby Ellen Shapiro Kathleen Hatfield Noelle Andrews Jon Bjornson strategic design advisor Arnold Miller Emily Cohen Kathleen Koch Pamela Thompson Aubrey Balkind Erich Sippel Kathy Mueller Parag Murudkar Perpetual gratitude Bart Crosby Fo Wilson Katie Caldwell Pat Baldridge My publishing team Becky Wingate Gael Towey Katie Clark Pat Duci at Wiley: Beth Mallo Geoff Verney Katie Wharton Paula Scher Betty Nelson Amanda Miller George Graves Kelly Dunning Peggy Calabrese VP + publisher Blake Deutsch Gerry Stankus Ken Carbone Per Mollerup Margaret Cummins Blake Howard Gillian Wallis Keith Helemtag Peter Emery senior editor Bob Mueller Ginnie Gehshan Kent Hunter Peter Wise Justin Mayhew Bob Warkulwiz Hans-U. Allemann Kit Hinrichs Phil Gatto senior marketing manager Bonita Albertson Heather Guidice Kurt Koepfle Q Cassetti Penny Makras marketing manager Brad Kear Heidi Caldwell Kurt Monigle R. Jacobs-Meadway Diana Cisek Brendan deVallance Heidi Cody Larry Keeley Rafi Spero production director Brian Fingeret Helen Keyes Laura DesEnfants Ranjith Kumaran Brian Tierney Lauren Poplawski Hilary Jay Le Roux Jooste riCardo Crespo senior editorial assistant Bruce Berkowitz Hilly Charrington Lee Soonmee Rich Bacher Carla Hall Howard Fish Linda B. Matthiesen Richard Felton My brother who asked when Carla Miller Ian Stephens Linda Wingate Richard Kauffman the film is coming out Carol Moog Ivan Chermayeff Lisa Kovitz Richard Saul Wurman All Wheelers Carol Novello J.T. Miller Lori Kapner Rick Bacher Suzanne Young Cathy Feierstein Jacey Lucas Louise Fili Rob Wallace Lissa Reidel Charlene O’Grady Jack Cassidy Lynn Beebe Robbin Phillips Marty Neumeier Cherise Davis Jack Summerford Malcolm Grear Rodney Abbot Dennis Alter Chris Ecklund Jaeho Ko Marc Mikulich Roger Whitehouse Tomasz Fryzel Chris Hacker Jamie Koval Margie Gorman Ronnie Lipton Stephen Shackleford Chris Marshall Janice Fudyma Maribel Nix Rosemary Murphy Richard Cress Chris Pullman Jay Coen Gilbert Marie Morrison Roy Pessis Mark Wills Clark Malcolm Jay Ehret Marie Taylor Russ Napolitano Amy Grove Bigham Clay Timon Jayoung Jaylee Marilyn Sifford Ruth Abrahams Stellarvisions Clement Mok Jean Pierre Jordan Marius Ursache Sagi Haviv Gretchen Dykstra Colin Drummond Jeffrey Gorder Marjorie Guthrie Sally Hudson Cathy Jooste Colleen Newquist Jenie De’Ath Mark Lomeli Sarah Brinkman Marc Goldberg Cortney Cannon Jen Jagielski Mark Selikson Sarah Swaine Heather Norcini Craig Bernhardt Jenny Profy Martha Witte Scott Tatter Liz Merrill Craig Johnson Jerry Selber Mary Sauers Sean Adams My favorite cousin Craig Schlanser Jessica Berwind Mary Storm-Baranyai Sean Haggerty Quest sisters Dan Marcolina Jessica Robles Worch Matt Coffman Sol Sender Sullivan Dana Arnett Jessica Rogers Matthew Bartholomew Spike Jones vii Contents Basics Part 1 presents the fundamental concepts needed to jumpstart the brand identity process and create a shared vocabulary for the entire team. Designing Brand Identity is a quick Brand basics Brand identity elements 2 What is brand? 50 Brandmarks reference guide. All subject matter 4 What is brand identity? 52 Sequence of cognition is organized by spread for ease 6 What is branding? 54 Wordmarks 8 Who are stakeholders? 56 Letterform marks of access in the blinding speed 10 Why invest? 58 Pictorial marks 12 Brand strategy 60 Abstract marks of business and life. No power 14 Positioning 62 Emblems source needed—just your desire 16 Big idea 64 Characters 18 Customer experience 66 Look and feel and passion to be the best. 20 Names 22 Brand architecture Brand forces 24 Taglines 68 Brand Dynamics 26 Staying on message 70 Sustainability 28 Cross cultures 72 Social media 74 Brand licensing Brand identity ideals 76 Private labeling 30 Overview 78 Certification 32 Vision 80 Personal branding 34 Meaning 36 Authenticity Before and after 38 Differentiation 82 Merger 40 Durability 83 New name 42 Coherence 84 Redesign 44 Flexibility 86 Packaging 46 Commitment 48 Value viii Process Best Practices Part 2 presents a universal brand Part 3 showcases best practices. identity process regardless of the