Brand Identity 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