The Big Page of Corporate Identity Design

Branding and Identity Design Resources

|01| Corporate Identity Manuals & Guides

_corporate identity design

Air Products
Akzo Nobel
American Heart Association
BAE Systems
Boehringer Ingelheim
Cable & Wireless
Cornell University
DFDS Transport

Home Office
Hong Kong
Knight Frank
National Health Service
Northern Ireland Departments
PPG Industries

SF International Airport
Smithsonian Institution
Sure Start
Technische Universiteit Delft
The University of Nottingham
The University of Warwick
Transport for London
University College Dublin
Vanderbilt University

|02| Branding & Design Firms

Enterprise IG
Interbrand Zintzmeyer & Lux
Joe Finocchiaro
Lippincott Mercer
Chermayeff & Geismar
Peter Schmidt Group
Siegel & Gale
Studio Dumbar
Total Identity
Wolff Olins

|03| trademarking & legal

_United States Patent & Trademarking Office
_FREE Searchable Patent Database
_How to Trademark Your logo
_Free Patents Online

|04| corporate identity awards (anual competition – winners online)
The Brand New Awards – A direct extension of the
popular blog

|05| identity resources

The DieLine – Great Packaging Blog
Brandchannel (Interbrand)
Corporate Identity Documentation
(Robert Salzmer)
Corporate Identity Portal (Robert Paulmann)
Identityworks (Tony Spaeth)
Logo R.I.P. (The Stone Twins)
ReBrand (Center for Design & Business)
Wireality (Grapefruit Design)
A Website About Corporate Identity
Brand New (Opinions on Brand &
Corporate Identity Work)
Corporate Brand Matrix – Famous Case Studies

|06| Essential Reading

Wally Olins on Brand by Wally Olins

Wally Olins describes the ground rules for branding success in the 21st century, explaining why understanding the links between business, brand and consumer is vital for commercial success.

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The Brand Gap                                        by Marty Neumayer

While most books debate between strategic or creative approach, The Brand Gap combines the two to form a “charismatic brand” – one that customers feel they need.

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Designing Brand Identity                    by Alina Wheeler

This book blends practicality and creativity to guide you through an innovated approach to brand identity. This book offers practical advice along with step-by-step instructions of a five-part plan for creating and managing a brand. Real world samples, such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper, illustrate the book’s concepts.

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Corporate Identity Design                           by Veronica Napoles

This guide offers a tool for designing and carrying out a successful corporate identity program. Using helpful graphics, the book explains how to close the gap between how you’d like your business to be seen, and how the public actually perceives it..

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22 Immutable Laws
of Branding
by Al Reis

|02|   Contraction. A brand becomes stronger when you narrow its focus
|03|   Publicity. The birth of a brand is achieved with publicity, not advertising
|04|   Advertising. Once born, a brand needs advertising to stay healthy
|05|   The Word. A brand should strive to own a word in the mind of the consumer
|06|   Credentials. The crucial ingredient in the success of any brand is its claim to authenticity
|07|    Quality. Quality is important, but brands are not built on quality alone
|08|   The Category. A leading brand should promote the cateogry, not the brand
|09|   The Name. In the long run a brand is nothing more than a name.
|10|    Extensions. In order to build the category, a brand should welcome other brands
|11|     Fellowship. One of the fastest routes to failure is giving a brand a generic name
|12|    The Generic. What branding builds, subbranding can destroy
|13|    The Company. There is a time and a place to launch a second brand
|14|    Subbrands. There is a time and a place to launch a second brand
|15|    Siblings. A brand’s logotype should be designed to fit the eyes. Both eyes.
|16|    Shape. A brand should use a color that is the opposite of its major competitor’s
|17|    Borders. There are no barriers to global branding. A brand should know no borders.
|18|   Color. A brand is not built overnight. Success is measured in decades, not years.
|19|   Consistency. Brands can be changed, but only infrequently and only very carefully
|20|  Change. No brand will live forever. Euthanasia is often the best solution
|21|   Mortality. The most important aspect of a brand is its single-mindedness
|22|   Singularity. The most important aspect of a brand is its single-mindedness

The Brand Gap
The Brand Gap slides cover a lot
in a short reading.

Essential Reading

TD - 1970 New York City
Transit Authority
Graphics Standards Manual
__by Massimo Vignelli

The manual describes the design and construction for the iconic NYC subway signs that we still see and use today, but above all it’s a beautiful and important piece of design history.

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TD - TD - Total Design 63-73
_by Ben Bos

Total Design was established in 1963 by Friso Kramer, Ben Bos, Benno Wissing, Wim Crouwel and the Schwarz Brothers. This group of ambitious Dutch designers has set new benchmarks for product design, exhibition design, cultural design and identity design.The book written by Ben Bos presents the story of the studio’s golden period from 1963 to 1973 and it’s fundamental role in graphic design.

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TD - Grid Systems in Graphic Design
__by Josef Müller-Brockmann

Brockmann’s use of grids in design continues to be extremely relevant today. This guidebook should be read by anyone involved in design who wants to learn how powerfully can grids be utilized. It examines issues related to grids such as formats, pagination, leading and typography all with an abundance of excellent examples and exact instructions. A fundamental book about the grid system.

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