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Brand Identity Essentials: 100 Principles for Designing Logos and Building Brands

Book Description

This book is the fourth book in the Essential series following Layout Essentials, Typography Essentials, and Packaging Essentials.

Table of Contents

  1. Cover
  2. Title Page
  3. Dedication
  4. Contents
  5. Introduction Logos. Brands. What’s the Difference?
  6. Imagery
    1. 1 Illustrative Logos
    2. 2 Visual Style
    3. 3 An Aesthetic Niche
  7. Color
    1. 4 Color Choices
    2. 5 Applied Color
    3. 6 Color Power
  8. Dimension
    1. 7 3-D Logos
    2. 8 Physical Elements
    3. 9 A Sense Of Place
  9. Contrast
    1. 10 Contrast In Composition
    2. 11 Contrasting Elements
    3. 12 Being Different
  10. Shape
    1. 13 Logo Shapes
    2. 14 Shape Patterns
    3. 15 Shape And Meaning
  11. Symbols
    1. 16 Cultural Symbols
    2. 17 Symbol Vocabularies
    3. 18 Brands As Symbols
  12. Typography
    1. 19 Monograms And Word Marks
    2. 20 Type Choices
    3. 21 Type And Meaning
  13. Writing
    1. 22 Names And Taglines
    2. 23 Editorial Style
    3. 24 Voice
  14. Story
    1. 25 Logos As Storytellers
    2. 26 Narrative Applications
    3. 27 Brand Stories
  15. Order
    1. 28 Logo Structure
    2. 29 Program Consistency
    3. 30 What Is “On Brand”?
  16. Variation
    1. 31 Logo Flexibility
    2. 32 Flexible Systems
    3. 33 Brands That Surprise
  17. Personalization
    1. 34 Personal Logos
    2. 35 Inclusive Programs
    3. 36 My Brand
  18. Psychology
    1. 37 Marks And Meaning
    2. 38 Program Context
    3. 39 Brand Psychology
  19. Process
    1. 40 Idea Generation
    2. 41 Prototyping
    3. 42 Strategic Foundations
  20. Production
    1. 43 Production Methods
    2. 44 “Image” As A Verb
    3. 45 New Sources Of Meaning
  21. Digital Identity
    1. 46 Pictures In Pixels
    2. 47 Building An Online Identity
    3. 48 Digital Brands
  22. Trends
    1. 49 Logo Trends
    2. 50 Popular Culture
    3. 51 Macro Trends
  23. Shortcuts
    1. 52 Do The Right Thing
    2. 53 Program Investments
    3. 54 Walk The Talk
  24. Social Media
    1. 55 New Interactions
    2. 56 Social Innovation
    3. 57 Transparent Brands
  25. Multiples
    1. 58 Ingredient Brands
    2. 59 Standards Of Hierarchy
    3. 60 Managing Multiple Brands
  26. Intellectual Property
    1. 61 Trademarks
    2. 62 Trade Dress
    3. 63 Owning An Aesthetic
  27. Documentation
    1. 64 Logo Specs
    2. 65 Application Rules
    3. 66 Brand Bibles
  28. Evolution
    1. 67 Logos Lifecycles
    2. 68 Planning For Change
    3. 69 Change Strategy
  29. Competition
    1. 70 Dueling Logos
    2. 71 Programs That Stand Out
    3. 72 Competitive Landscape
  30. Originality
    1. 73 Timelessness
    2. 74 Taking Chances
    3. 75 The Human Element
  31. Wit
    1. 76 Logos With A Sense Of Humor
    2. 77 Fun With Programs
    3. 78 Funny Brands
  32. Idealism
    1. 79 Standing For Something
    2. 80 Building Toward Something
    3. 81 Promising Something
  33. Authenticity
    1. 82 The Truth Comes Out
    2. 83 Authenticity Grows
    3. 84 Honesty Is Sustainable
  34. Commitment
    1. 85 Stick With A Good Idea
    2. 86 Program Confidence
    3. 87 Decisive Brands
  35. Strategy
    1. 88 The Sign Of A Promise
    2. 89 Customer Immersion
    3. 90 Positioning
  36. Research
    1. 91 Do Your Homework
    2. 92 Constraints And Opportunities
    3. 93 Know Your Customer
  37. Touchpoints
    1. 94 Experiencing The Logo
    2. 95 Connecting The Dots
    3. 96 Customer Experience Planning
  38. Inspiration
    1. 97 A Good Idea
    2. 98 Contextual Inspiration
    3. 99 99% Perspiration
  39. Simplicity
    1. 100 Keep It Simple
  40. Contributors Index
  41. Acknowledgments
  42. About People Design
  43. Copyright Page