Creating a Brand Identity: A Guide for Designers

Creating a brand identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This practical handbook is a comprehensive introduction to this multifaceted 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, rebranding 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 – digital media, fashion, advertising, product design, packaging, retail and more.

Catharine Slade-Brooking is a Senior Lecturer on BA Graphic Communication at the University for the Creative Arts and has worked on design and branding projects for companies including Lloyds Bank, ICI, Sunday Times, Random House, The World Wide Fund for Nature and Zenica.

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