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56 of 60 people found the following review helpful
VINE VOICEon April 7, 2013
Format: HardcoverVine Customer Review of Free Product( What's this? )
I'm baffled by the positive reviews of this book. It is absolutely beautiful visually and has a very attractive layout, but the content is incredibly obvious and I found little, if any, useful application to my own small business.

Nearly all of the writing feels like it was written with a post modern generator - it's just really really fluffy. For example, you can open the book to any page and it will say something like, "Initiate plan. Reaffirm business goals. Establish team, roles, and responsibilities. Review brand brief and positioning. Identify critical success factors. Develop workflow, timeline + budget. Establish communications protocol." etc. The *entire* book is written that way. Maybe there are people out there who need this sort of thing, but I was hard pressed to find content that wasn't really obvious.

The book is written as a textbook but has very little cohesion. It skips from topic to topic and just gives lists and quote related to that topic. The longest blocks of text are just a few paragraphs. I found it hard to follow and kept thinking "What is the point?"

It does have a nice layout and some of the very, very short case studies and examples are interesting. I was thinking it would help me understand what branding really is and how to do it, but the book wasn't really geared that way. It was more like the philosophy of branding for international companies or something more along those lines.

I must be missing something since this is the fourth version and it's been translated into 6 languages so I'm clearly the dissenting opinion here. There are a lot of people who love this book, but it was really entirely lost on me.
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33 of 37 people found the following review helpful
on April 22, 2013
I just read this book in about 4 hours.

Each page had about 1 to 2 paragraphs of simple content. Really large visuals that were complimented by mucho negative white space.
And about 4 or 5 different quotes praising the virtues of branding... ON EVERY PAGE.... not one or two... but dozens!? Did I mention on almost every page?

The only use I could see that anyone who has even googled branding might get from this book is if they are trying to sell a client into letting them do their branding.

This read more like a pitch then anything useful to learn about branding. Ergo I recommend Zag and get it over with.

Very, very high level. It's tough because the topics attempted require some background to understand the connections and relationships which is not explained... just stated. Can't quite connect the dots or explain why.

Not worth the price unless you want to copy stuff to pitch your own brand consultancy j/k

In conclusion: too basic for the practitioner yet too high-level for the novice... that is a very unusual and undesirable spot for a text to be in
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19 of 21 people found the following review helpful
Format: HardcoverVine Customer Review of Free Product( What's this? )
As a designer, I've had difficulty for years finding a book that really spoke to me about Identity and Branding. I usually end up resorting to Internet research. While this is fine in most cases, sometimes I just want a solid book to curl up with and read. This book is the perfect solution to the problem.

The book is broken down into three main sections: Basics, Process, and Best Practices. Each one of these sections is broken down into smaller groups.

Basics: Brand Basics, Brand Ideals, Brand Elements, Brand Dynamics, Before & After
Process: Process Basics, Conducting Research, Clarifying Strategy, Designing Identity, Creating Touchpoints, Managing Assets
Case Studies: 51 different Studies

Wheeler does a great job of explaining the difference between Brand and Brand Identity. This is sometimes a difficult thing to discuss, and one that often requires tangible examples. It's all laid out in front of us and makes perfect sense. She then goes on to describe different aspects to remember. Many of these are often forgotten and she touches on each one specifically. Next, she goes through different elements that may go into the branding process (logotype, brandmark, tagline, etc.). She also discusses a plethora of other nuances that may also be important. The level of detail is excellent and she does a great job of making sure the reader is informed of all the different things that should be in the forefront of their mind during the Branding process.

The Process section really is the crowning glory of this book. Wheeler really breaks down every single step in the process. It's so easy to understand what she's describing and it's really refreshing to finally have a book that breaks it down into manageable pieces. Breaking down the process is often one of the toughest things to do, especially for students without any experience in the business. She helps you establish where to go next and what needs to be looked at in order to cover all the bases. Wheeler also discusses the different identity pieces that will eventually bear the logo: website, favicon, correspondence, business card, business collateral, signage, products, packaging, advertising, environments, vehicles, uniforms, and ephemera. All too often, these things are overlooked when designing and the logo and brand. In reality, you have to remember each thing that will bear the brand to make sure that it will be able to translate well across all mediums.

Finally, the Case Studies are very interesting and really cover a wide spectrum of businesses and their brands. Both larger businesses and some relatively smaller businesses are included.

All in all, this is an excellent resource that any designer looking to do any type of branding or identity should take a look at. This is a resource I'll come back to again and again.
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11 of 13 people found the following review helpful
on November 4, 2013
The pictures are pretty but the message is lacking. This is definitely not a "how to" on designing brand identity.
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9 of 11 people found the following review helpful
Wheeler is back with a better than ever edition of her branding bible, Designing Brand Identity.
As you might hope, the layout, flow and page designs are beautiful to look at and therefore very enjoyable to read.
Not like "taking medicine." More like enjoying a four course meal prepared by an intelligent, artful chef. Whether you're an in-house type, or one of the multitudes of the self-employed, this book will make you smarter on branding.
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4 of 5 people found the following review helpful
VINE VOICEon February 18, 2013
Format: HardcoverVine Customer Review of Free Product( What's this? )
i also own the previous edition and, like that book, find this one simply glorious. it presents a great overview of brand identity, and all the pieces/parts that need to fit together for an identity, such as logos, names, website, business cards, etc - every visual manifestation of the brand. wonderful overview. it also has a good deal of information about best practices for developing brand identity, such as developing a name, conducting competitive research to guide positioning, etc. it really puts all the pieces together in a comprehensive way. note, however, the book is more of a survey that attempts to address every aspect of brand identity, so it is not a deep dive on any particular topic. those looking for a textbook-like treatise would be disappointed. those looking for a reasonably quick to read great overview that brilliantly articulates strategy and intersecting points will be delighted. further, the book is physically gorgeous. the page layout, use of color/graphics, etc., all speak to the information design prowess of the author. great work!
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2 of 2 people found the following review helpful
on November 30, 2014
No real widsom, just snippets, lists and quotes. Not even recommended for an absolute begginer. I can't understand who would find this book useful.
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1 of 1 people found the following review helpful
Format: HardcoverVine Customer Review of Free Product( What's this? )
This is a great book if you're trying to learn how to brand your business. It's very in-depth and covers every essential aspect you might need to know from what your brand should say about your business to the different kinds of logos to taglines to logotypes.

I would highly recommend this book to anyone looking to brand or rebrand their business, anyone wanting to get into marketing and publicity, those wanting to start a business, or those whose business might need a facelift.

Essential resource for business owner and marketers.
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1 of 1 people found the following review helpful
on October 21, 2013
I got this book because it was required for a class. I usually don't look at the books too often but this is very useful for my graphic design class and has just about everything you could need to know.
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VINE VOICEon January 24, 2013
Format: HardcoverVine Customer Review of Free Product( What's this? )
I picked this one for my husband who is an experienced graphic designer. He doesn't have much to learn from a book like this after his many years of experience but it makes a great reference tool all the same when inspiration is fleeting.

It also provides a refresher in speaking to clients about why some concepts work and others don't when instinct and experience make you do all of this without an easy explanation. In other words, this book preaches what we practice in our design business. So not really new to us, but definitely a guide to success since we support ourselves with many of these very practices.

And the aesthetics of the book itself are very pleasing--nice cover, paper and color. Pleasing to hold and thumb through which is nice in the age of digital media, which we specialize in ourselves, but appreciate print all the same. It's staying on our shelf and will be coming down from it regularly.

A great book for students and a fine reference tool for professionals, too, with modern and recent designs and terminology.
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