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Designing Brand Identity
1 BASICS -
PRESENTS the FUNDAMENTAL CONCEPTS NEEDED to JUMPSTART the BRAND IDENTITY PROCESS & CREATE a SHARED VOCABULARY for the ENTIRE TEAM (page 1-88):
- Brand Basics
- Brand Identity Ideals
- Brand Identity Elements
- Brand Forces
- Before & After
2 PROCESS -
PRESENTS a UNIVERSAL BRAND IDENTITY PROCESS REGARDLESS of the PROJECT's SCOPE and NATURE. THIS SECTION ANSWERS the QUESTION "Why does it take so long?" (page 88-194):
- Conducting Research
- Clarifying Strategy
- Designing Identity
- Creating Touchpoints
- Managing Assets
3 BEST PRACTICES -
SHOWCASES BEST PRACTICES. LOCAL & GLOBAL, PUBLIC & PRIVATE, these PROJECTS INSPIRE & EXEMPLIFY ORIGINAL, FLEXIBLE, LASTING SOLUTIONS ,
(194-291) :
- (case studies)
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