Most helpful positive review
19 of 21 people found the following review helpful
Excellent Branding & Identity Resource
on January 8, 2013
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.