Creating a Brand Identity: A Guide for Designers

By Catharine Slade-Brooking

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  • Paperback
  • 300 color illustrations
  • 160 pages
  • 9⅛ x 7½ ins
  • ISBN 9781780675626
  • Published January 2016

Creating a brand identity is a complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behavior. This practical handbook is a comprehensive introduction to this creative process.

Exercises and examples highlight the key activities undertaken by designers to create a successful brand identity, including defining the audience, analyzing competitors, creating mood boards, naming brands, designing logos, presenting to clients, and launching the new identity.

Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries such as digital media, fashion, advertising, product design, packaging, retail and more.

Filled with tips and tricks on research, design and testing, this is essential reading for students, graduates and working designers exploring this area for the first time.

About the Author

Catharine Slade-Brooking has an industry background in branding, packaging and illustration with a client list including Glaxo Smith Kline, Lloyds Bank and the Sunday Times. She has written widely on graphic design subjects.
She currently teaches on the BA Graphic Communication course at Farnham UCA.

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Chapter 1: Branding Basics

Chapter 2: Brand Anatomy

Chapter 3: Brand Strategy

Chapter 4: The Design Process

Chapter 5: Research

Chapter 6: Analysis

Chapter 7: Concept Development

Chapter 8: Delivering the Final Design