Copy of Design Brand Identity - Alina Wheeler
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Copy of Design Brand Identity - Alina Wheeler


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Designing 
Brand 
Identity
This book is printed on acid-free paper. 
Copyright © 2009 by John Wiley & Sons, Inc. All rights reserved
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Cataloging-in-Publication Data:
Wheeler, Alina
 Designing brand identity: an essential guide for the entire branding team 
 by Alina Wheeler.\u20143rd ed.
 p. cm.
 Includes bibliographical references and index.
 ISBN 978-0-470-40142-2 (cloth)
 1. Brand name products. 2. Branding (Marketing). 3. Trademarks\u2014Design. 
 4. Advertising\u2014Brand name products. I. Title.
HD69.B7W44 2009
658.8\u201927\u2014dc22 2009018429
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
Alina Wheeler
John Wiley & Sons, Inc.
an essential guide for the entire branding team
Designing 
Brand 
Identity
vivivi
No one does it alone.
No one does it alone (in branding and in life). This 
is a resource for the whole branding team\u2014from 
the CEO to the creative director to the designer 
and brand strategist. I want to make it easy to 
quickly grasp the fundamentals and be inspired 
by best practices; I want to make it easy to seize 
every opportunity to delight customers and 
attract prospects; and I want to make it easy to 
build brand equity.
The tools have changed. The fundamentals have 
not. The questions are the same whether you\u2019re 
on Facebook or in Shanghai: Who are you? Who 
needs to know? How will they find out? 
Why should they care? The process to achieve 
remarkable results is the same whether you are 
an entrepreneur with an audacious big idea, or 
a global company with hundreds of brands and 
thousands of employees.
Books, like brands, are built over time. Creating 
this resource has been my personal Mount 
Everest. Love, indeed, does conquer all. My 
husband Eddy\u2019s boundless energy and laughter 
always make the impossible possible. Tessa and 
Tearson are my shooting stars. Skylight is my 
Shangri-la.
Hello
viivii
Abbott Miller
Aiden Morrison
Alan Brew
Alan Jacobson
Alan Siegel
Albert Cassorla
Alex Clark
Al Ries
Alvin Diec 
Amanda Bach
Amanda Neville
Andrew Cutler
Andrew Welsh
Angora Chinchilla
Antonio R. Oliviera
Anna Bentson
Anne Moses
Ann Willoughby
Arnold Miller
Aubrey Balkind
Bart Crosby
Becky Wingate
Beth Mallo
Betty Nelson
Blake Deutsch
Blake Howard
Bob Mueller
Bob Warkulwiz
Bonita Albertson
Brad Kear
Brendan deVallance
Brian Fingeret
Brian Tierney
Bruce Berkowitz
Carla Hall
Carla Miller
Carol Moog
Carol Novello
Cathy Feierstein
Charlene O\u2019Grady
Cherise Davis
Chris Ecklund
Chris Hacker
Chris Marshall
Chris Pullman
Clark Malcolm
Clay Timon
Clement Mok
Colin Drummond
Colleen Newquist
Cortney Cannon
Craig Bernhardt
Craig Johnson
Craig Schlanser
Dan Marcolina
Dana Arnett
Dani Pumilia
Danny Altman
Dave Luck, Mac Daddy
David Becker
David Kendall
David Milch
David Rose
David Roth
David Turner
Davis Masten
Dean Crutchfield
Deborah Perloe
Delphine Hirasuna
Dick Ritter
DK Holland
Donna MacFarland
Dr. Barbara Riley
Dr. Delyte Frost
Dr. Dennis Dunn
Dr. Ginny Vanderslice
Dr. Karol Wasylyshyn
Dustin Britt 
Ed Williamson
Ellen Shapiro
Emily Cohen
Erich Sippel
Fo Wilson
Gael Towey
Geoff Verney
George Graves
Gerry Stankus
Gillian Wallis
Ginnie Gehshan
Hans-U. Allemann
Heather Guidice
Heidi Caldwell
Heidi Cody
Helen Keyes
Hilary Jay
Hilly Charrington
Howard Fish
Ian Stephens
Ivan Chermayeff
J.T. Miller
Jacey Lucas
Jack Cassidy
Jack Summerford
Jaeho Ko
Jamie Koval
Janice Fudyma
Jay Coen Gilbert
Jay Ehret
Jayoung Jaylee
Jean Pierre Jordan
Jeffrey Gorder
Jenie De\u2019Ath
Jen Jagielski
Jenny Profy
Jerry Selber
Jessica Berwind
Jessica Robles Worch
Jessica Rogers
Jim Bittetto
Jinal Shah
Joan Carlson
Joanna Ham
Joanne Chan
Jody Friedman
Joe Duffy
Joe Pine
Joe Ray
Joel Grear
Joel Katz
John Bowles 
John Coyne
John Gleason
John Hildenbiddle
John Kerr
John Klotnia
Jon Bjornson
Jon Schleuning
Juan Ramírez
Karin Hibma
Kate Dautrich
Kate Fitzgibbon
Kathleen Hatfield
Kathleen Koch
Kathy Mueller
Katie Caldwell
Katie Clark
Katie Wharton
Kelly Dunning
Ken Carbone
Keith Helemtag
Kent Hunter
Kit Hinrichs
Kurt Koepfle
Kurt Monigle
Larry Keeley
Laura DesEnfants
Le Roux Jooste
Lee Soonmee
Linda B. Matthiesen
Linda Wingate
Lisa Kovitz
Lori Kapner
Louise Fili
Lynn Beebe
Malcolm Grear
Marc Mikulich
Margie Gorman
Maribel Nix
Marie Morrison
Marie Taylor
Marilyn Sifford
Marius Ursache
Marjorie Guthrie
Mark Lomeli
Mark Selikson
Martha Witte
Mary Sauers
Mary Storm-Baranyai
Matt Coffman
Matthew Bartholomew
Meejoo Kwon
Melinda Lawson
Melissa Lapid
Meredith Nierman
Michael Bierut
Michael Cronan
Michael Donovan
Michael Flanagan
Michael Grillo
Michael Hirschhorn
Michal Levy
Mike Flanagan
Mike Reinhardt
Mike Schacherer
Milton Glaser
Mindy Romero
Moira Cullen
Monica Little
Nancy Donner
Nancye Greene
Nate Eimer
Ned Drew
Nick Bosch
Noelle Andrews
Pamela Thompson
Parag Murudkar
Pat Baldridge
Pat Duci
Paula Scher
Peggy Calabrese
Per Mollerup
Peter Emery
Peter Wise
Phil Gatto
Q Cassetti
R. Jacobs-Meadway
Rafi Spero
Ranjith Kumaran
riCardo Crespo
Rich Bacher
Richard Felton
Richard Kauffman
Richard Saul Wurman
Rick Bacher
Rob Wallace
Robbin Phillips
Rodney Abbot
Roger Whitehouse
Ronnie Lipton
Rosemary Murphy
Roy Pessis
Russ Napolitano
Ruth Abrahams
Sagi Haviv
Sally Hudson
Sarah Brinkman
Sarah Swaine
Scott Tatter
Sean Adams
Sean Haggerty
Sol Sender
Spike Jones
Stefan Liute
Steff Geissbuhler
Stella Gassaway
Stephen Doyle
Stephen Sapka
Steve Frykholm
Steve Perry
Steve Sandstrom
Steve Storti
Sunny Hong
Susan Avarde
Sylvia Harris
Tom Birk
Tom Geismar
Tom Watson
Tricia Davidson
Trish Thompson
Will Burke
Woody