Designing Brand Identity: An Essential Guide for the Whole Branding Team

出版者:Wiley

作者:Alina Wheeler

页数:336

出版时间:2017-10-16

价格:USD 32.08

装帧:Hardcover

isbn号码:9781118980828

具体描述

Whether you're the project manager for your company's rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration.

3 sections: brand fundamentals, process basics, and case studies. Over 100 branding subjects, checklists, tools, and diagrams. 50 case studies that describe goals, process, strategy, solution, and results. Over 700 illustrations of brand touchpoints. More than 400 quotes from branding experts, CEOs, and design gurus.

"Designing Brand Identity is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders—global and local. It's an essential reference for implementing an entire brand system."- Carlos Martinez Onaindia, Global Brand Studio Leader, Deloitte

"Alina Wheeler explains better than anyone else what identity design is and how it functions. There's a reason this is the 5th edition of this classic."- Paula Scher, Partner, Pentagram

"Designing Brand Identity is the book that first taught me how to build brands. For the past decade, it's been my blueprint for using design to impact people, culture, and business."- Alex Center, Design Director, The Coca-Cola Company

"Alina Wheeler's book has helped so many people face the daunting challenge of defining their brand."- Andrew Ceccon, Executive Director, Marketing, FS Investments

"If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible."- Olka Kazmierczak, Founder, Pop Up Grupa

"The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted."- Jennifer Francis, Director of Marketing, Communications, and Visitor Experience, Louvre Abu Dhabi

作者简介

From the Back Cover

Whether you're the project manager for your company's rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration. 3 sections: brand fundamentals, process basics, and case studies. Over 100 branding subjects, checklists, tools, and diagrams. 50 case studies that describe goals, process, strategy, solution, and results. Over 700 illustrations of brand touchpoints. More than 400 quotes from branding experts, CEOs, and design gurus. "Designing Brand Identity is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders—global and local. It's an essential reference for implementing an entire brand system." - Carlos Martinez Onaindia, Global Brand Studio Leader, Deloitte "Alina Wheeler explains better than anyone else what identity design is and how it functions. There's a reason this is the 5th edition of this classic." - Paula Scher, Partner, Pentagram "Designing Brand Identity is the book that first taught me how to build brands. For the past decade, it's been my blueprint for using design to impact people, culture, and business." - Alex Center, Design Director, The Coca-Cola Company "Alina Wheeler's book has helped so many people face the daunting challenge of defining their brand." - Andrew Ceccon, Executive Director, Marketing, FS Investments "If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible." - Olka Kazmierczak, Founder, Pop Up Grupa "The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted." - Jennifer Francis, Director of Marketing, Communications, and Visitor Experience, Louvre Abu Dhabi

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用户评价

阅读这本书的过程，简直像上了一堂高强度的品牌策略大师课。我发现作者在论述“一致性”和“灵活性”之间的微妙平衡时，展现了极其老到的经验。很多团队在执行品牌识别时，要么变得僵化死板，丧失了适应市场变化的能力；要么又过于放飞自我，导致品牌形象稀释、价值感降低。这本书清晰地界定了这两者之间的“黄金分割点”。它不是简单地罗列设计规范，而是探讨了如何建立一个既有强大内核、又能灵活变体的品牌系统。书中对“品牌声音”（Tone of Voice）的阐述尤其精彩，它不仅仅是文案风格的问题，更是渗透到客户服务的每一个触点中的哲学体现。我尝试将书中的一些方法论应用到我目前正在负责的一个小型创业项目的品牌梳理上，效果立竿见影——那种原本混沌不清的品牌形象，开始有了清晰的轮廓和可感知的温度。这本书的深度足以让资深人士感到启发，同时其清晰的结构也能让初学者迅速建立起正确的认知体系，跨度拿捏得非常到位。

这本书的排版和视觉语言本身就是一本绝佳的品牌案例。它的每一个章节过渡、每一个图表的呈现，都体现了极高的设计素养。我特别关注到它在讨论“数字时代的品牌挑战”时，提出的关于“适应性界面设计”和“跨平台体验一致性”的观点。这部分内容非常具有前瞻性，它预见到在万物互联的今天，品牌不再是一个固定的Logo，而是一个动态的、流动的体验流。作者详细分析了如何在一个快速迭代的数字环境中，保持品牌标识的核心识别度，同时允许界面和交互层面的创新。对我这个主要负责数字产品视觉设计的从业者来说，这本书提供的指导性意见，远比那些只谈论Logo延展的应用指南要深刻得多。它教会你如何设计一个“会呼吸的”品牌，一个能够随着技术和用户习惯的演进而自然进化的生态系统。

这本书的封面设计实在太抓人眼球了，那种极简主义和大胆的色彩运用，一眼就能感受到它对品牌视觉传达的深刻理解。翻开内页，那种纸张的质感和排版的精良程度，让人爱不释手。它不仅仅是一本关于“如何设计”的书，更像是一次对品牌世界观的深度探索。我特别欣赏它对“品牌核心”的强调，那种不浮于表面的讲解，深入到企业文化、市场定位的骨髓里。作者似乎非常擅长用生动的案例来阐释抽象的概念，比如他们如何分析一个国际知名企业的品牌重塑过程，那种逻辑的严密性和洞察的深刻性，让人忍不住拍案叫绝。读完第一部分，我感觉自己对“为什么”比“怎么做”有了更清晰的认识，这对于指导后续的实操至关重要。它没有提供一劳永逸的公式，而是提供了一套可以让你自己找到答案的思维框架，这一点非常难得。很多设计类的书籍往往过于侧重软件操作或工具推荐，但这本书明显更“高屋建瓴”，它是在教你如何成为一个能思考、能战略布局的品牌缔造者，而不是一个单纯的执行者。

坦白讲，这本书的阅读门槛不算低，它对读者的背景知识有一定的要求，尤其是在市场营销和商业战略层面。但正是这种“不迁就”的态度，保证了内容的纯粹和高度。它没有用太多花哨的图示来掩盖内容的空洞，而是用扎实、严谨的文字构建起一座逻辑严密的理论大厦。我注意到，书中对“品牌资产”的衡量和维护有着非常细致的论述，它不仅仅停留在财务报表上的无形资产估值，更是探讨了如何通过持续的、高质量的品牌体验来累积用户情感账户的“信任股本”。这种将品牌工作与长期商业价值紧密挂钩的视角，对于那些需要向决策层证明设计部门投入产出比的专业人士来说，无疑是一份极具价值的参考资料。看完后，我感觉自己对如何向高管层陈述品牌战略的必要性，底气更足了。

最让我感到惊喜的是，这本书并没有将自己局限在平面设计或视觉识别的范畴内。它将品牌构建视为一个涉及组织架构、人力资源、市场沟通乃至产品开发的全方位工程。书中关于“内部品牌建设”的章节，简直是醍醐灌顶。作者非常坦诚地指出，一个外部看起来光鲜亮丽的品牌，如果内部员工对其价值主张毫无认同感，那么所有的设计都将是空中楼阁。我特别喜欢它提出的那个关于“品牌倡导者”培养的框架，非常具有实操性，它要求设计团队与人力资源部门紧密合作，共同设计员工的入职培训和日常激励机制，确保每个人都成为品牌的“活体大使”。这种跨部门、系统性的思维模式，彻底颠覆了我过去那种将品牌设计视为“贴标签”工作的刻板印象。它提醒我，品牌设计是一项关乎组织凝聚力和文化塑造的严肃事业，不仅仅是美学层面的追求。

branding, marketing

Basic, Process, Practices.

branding, marketing

Basic, Process, Practices.

branding, marketing