Kevin Budelmann - Brand Identity Essentials [April 2013, PDF, ENG]

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Brand Identity Essentials
100 Principles for Designing Logos and Building Brands

Год: April 2013
Автор: Kevin Budelmann
Жанр: CG Design
Издательство: Rockport Publishing Group
ISBN: 978-1-59253-578-1
Язык: Английский
Формат: PDF
Качество: Отсканированные страницы+слой распознанного текста
Интерактивное оглавление: Нет
Количество страниц: 207
Описание: Design terms are often used inconsistently - or just as bad, interchangeably. This leads to confusion for designers as well as clients. New in paperback, 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. It is a one-stop reference for connecting visual design elements for logos to branding concepts, and demonstrates core identity design principles through clear organization and a variety of sources and examples.

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.
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Introduction ... ....... .............. ... ... 6

1. Illustrative Logos ....................... 8

2. Visual Style ............................ 10

3. An Aesthetic Niche ..................... 12

COLOR

4. Color Choices . . .. .. ... .. ...... ... . . .... 1

5. Applied Color ......... .. ............... 16

6. Color Power ............................ 18

DIMENSION

7. 3-D Logos .............................. 20

8. Physical Elements ...................... 22
9. A Sense of Place .. . .......... ..... ...... 24

CONTRAST

10. Contrast in Composition ............... 26

11. Contrasting Elements.. . .. . ....... . . .. .. 28

12. Being Different ...... .................. 30

SHAPE

13. Logo Shapes ........................... 32

.....: .. .
.·..... ...

TYPOGRAPHY

19. Monograms and Word Marks ........... 44

20. Type Choices ......................... 46

21. Type and Meaning ..... ... ... ..... . .... 4

WRITING

22. Names and Taglines .... . .............. 50

23. Editorial Style ......................... 52

STORY

25. Logos as Storytellers ................ . .. 56

26. Narrative Applications ................. 58

27. Brand Stories ....................... . .. 60

ORDER

28. Logo Structure ........................ 62

29. Program Consistency .................. 64

30. What Is "On Brand"? .................. 66

VARIATION

31. Logo Flexibility ........................ 68

PSYCHOLOGY

37. Marks and Meaning ...... ........... . . 80

38. Program Context ...................... 82

39. Brand Psychology ..................... 84

PROCESS

40. Idea Generation . . . .. . ................ 86

41. Prototyping .. .. . . .... ........ . ........ 88

42. Strategic Foundations ................. 90

PRODUCTION

43. Production Methods . . ....... . ........ 92

44. "Image" as a Verb .. .. ............... .. 94
45. New Sources of Meaning ..... .... ..... 96

DIGITAL IDENTITY

46. Pictures in Pixels . . .. ...... . .. . ...... .. 98

47. Building an Online Identity ............. 100

48. Digital Brands ............ .. .......... 102

TRENDS

49. Logo Trends .......................... 104

SOCIAL MEDIA

55. New Interactions . ........ ...... ....... 116

56. Social Innovation .......... ............ 118

57. Transparent Brands .................... 120

MULTIPLES

58. Ingredient Brands ......... . ........... 122

59. Standards of Hierarchy .... .... .. ...... 124

60. Managing Multiple Brands ............. 126

INTELLECTUAL PROPERTY

61. Trademarks .. . . . . . ..... . . . ... . . ... . . .. 128

62. Trade Dress .............. . ............ 130

63. Owning an Aesthetic .................. 132

DOCUMENTATION

64. Logo Specs .. . . . . . ..... . . . ..... . . . . . .. 134

65. Application Rules... . ..... . ....... . . . .. 136

66. Brand Bibles .......................... 138

EVOLUTION

67. Logos Lifecycles . . . ........ ..... . . . . . .. 140

ORIGINALITY

73. Timelessness ... . .. ..... .......... ... . 152

74. Taking Chances....... ................. 154

75. The Human Element .. ............... .. 156

WIT

76. Logos with a Sense of Humor ........... 158

77. Fun with Programs ....... . ............. 160

78. Funny Brands ......................... 162

IDEALISM

79. Standing for Something .... .. . . ....... . 164

80. Building toward Something............ . 166

81. Promising Something .......... ... ..... 168

AUTHENTICITY

82. The Truth Comes Out ...... . .. . ....... . 170

83. Authenticity Grows ..... .. ... ...... .... 172

84. Honesty Is Sustainable............. ... . 174

COMMITMENT

85. Stick with a Good Idea . ....... . . .. .... . 176

RESEARCH

91. Do Your Homework ... . ....... ... . ... .. 188

92. Constraints and Opportunities .......... 190

93. Know Your Customer .. .. ...... ... ..... 192

TOUCH POINTS

94. E xperiencing the Logo ................. 194

95. Connecting the Dots .... . ........... .. . 196

96. Customer Experience Planning ......... 198

INSPIRATION

97. A Good Idea.. . .. .... . . . ..... . . . . . . . . .. 200

98. Contextual Inspiration ......... . . . ..... 202

99. 99% Perspiration ...................... 204

SIMPLICITY

100. Keep It Simple ..... . . . ..... . . . . . ... . . 206

Contributor Index ................... . ..... 207

Acknowledgments ....... . ................ 208

About People Design ...................... 208
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