Book Review: Designing Brand Identity: An Essential Guide for the Whole Branding Team

Category:	Books
Genre:	Arts & Photography
Author:	Alina Wheeler

In this comprehensive and practical reference-book in branding communication, it is packed with useful notes and abundance of case-studies. I like the description and step-by-step explanation about strategy and planning so much. The case studies as detailed are insightful for the learners and the book picks up well-known international branding such as (RED), MoMA, and so on as case studies. Even some of the notes given by my lecturer are from this book.  

I came across this book in Popular bookstore, well, it’s quite expensive (indeed, around RM 200), but luckily the library of college did have this book on the shelves. I do enjoy reading this book and I am grateful it has helped my assignment and project along the way. If you love branding strategy or doing relevant identity design project like what I do, then this reference book is a must-read for you.        

Link to Amazon.com get to know more of the description and reviews for this artbook:

http://www.amazon.co.uk/Designing-Brand-Identity-Essential-Branding/dp/0470401427/ref=dp_ob_title_bk/277-2432883-7616708

Book Review: The Graphic Design Exercise Book

Category:	Books
Genre:	Arts & Photography
Author:	Carolyn Knight & Jessica Glaser

This book turns out to be a great read for those students who are taking graphic and advertising course simply because of the detailed explanation of selected creative briefs and case studies.

It manages to hook the reader from the very first page of introduction with offering advice on how to develop portfolio and hints in particular inspiring projects.

The book is divided into five different sections: packaging, visual identity and branding, page layout, music graphics and screen-based design. This book brilliantly attract me through each case study with the explained brief.  Readers clearly know what has to be achieved in defining the target market and understanding of the requirements. Each brief is illustrated with reference material. Readers also get to know the design development, solution and at the end you realized a project has to go through a lot of research and stages of design challenges. You may likely be interested to know more knowledge of visual graphic, visual identity palette, typographic setting, colour mood and exploration of various ideas as well as how to maintain strong visual connections across different applications.

The case studies and example portfolios may be pretty inspiring and useful for students. Nevertheless, the Graphic Design Exercise Book with reading list and glossary for referring for each 5 section will be a good resource for self-study.

Link to Amazon.com get to know more of the description and reviews for this artbook:
http://www.amazon.com/Graphic-Design-Exercise-Book/dp/1600614639

Some logos

I’m not really interested in just looking at some logo reference books without detailed explanation and logo design process. So far ‘Design Matters: Logos 01’, this is the book till now I found so awesomely informative. I enjoy reading it; especially the part of featuring some selected case studies to discuss, logo design process is analyzed through introduction of the brand, stage of planning, creating and implementing. I read it which suggested good idea and inspiration in designing the memorable logos. I think all these examples are really good. While those case studies might be useful in my studies, important points are summarized for future references. 

Red Wing Shoes – the logo with an overlay of the Red Wing Shoes names was originally designed in 1904. 

The Royal Tropical Institute’s logo organically blends people and trees into a unique, simple and memorable design.

The line between letter (LSO) and image blur together in a new logo. The illustration of a conductor is also a monogram, lending warmth and humanity to the London Symphony Orchestra.

Sprint’s new logo flies high. It’s a simple, beautiful, and memorable design, representing both the classic pin drop and a new wing in flight.

The logo for Dr.Uhlig’s medical practice, Kinderarzt, reinvents the tone of both his brand and his stethoscope. The medical device that is traditionally used to listen to patients’ heartbeats appears in this context as the personification of cheer and happiness.

(RED) is a brand created for social good. It’s a brand designed for global advancement, blending commerce and charity. 

Reading source from Design Matters: Logos 01- All Essential Primer for Today’s Competitive Market, published by Rockport. 

 

Logo Design Guideline and Advice

设计一个品牌特征的过程中需要注意的细节。

摘录要点：

DO

1. Understanding about the product. Limiting colour palettes, typography and detail.
2. More research and time is needed.
3. Take care of the values, characteristics and tone of voices of the product.
4. Target market! How client wish to be perceived and promoting.
5. Planing strategy.
6. Spot what's special.
7. Look at the competitors (visual styles, typefaces and colours).
8. Digest and analyze the information.

Others：

1. The logo shouldn't try to express every supposed emotion or deep meaning of the brand.
2. Don't offer too many choices. Set the main direction.
3. Don't let it become a logo contest.
4. Brief is required!
5. Take care of small elements to support logo.
6. Don't use free fonts.
7. Simplicity of idea & Strong visual style to create timeless identity.
8. Art direct!

Resources from Computer arts projects Issue 148

 

Elements of iconic design

摘录要点：

The seven ingredients in your signature dish:

1. Keep it simple/ Minimalist approach.
2. Make it relevant.
3. Incorporate tradition.
4. Aim for distinction. (Recognizable/ Shape/ Outline)
5. Commit to memory.
6. Think small.
7. Focus on one thing.

the alphabet of 'E' located in the negative space in electrical elements (By Josiah Jost, 2008)

the oak leaf (strength) + acorn (seed of knowledge) = school's status

A series of 3 sets of up and down strokes. (By Some One, 2003)

Replacing with the speech marks (By nido, 2001)

Make use of the French flag, but focuses on one relevant attribute of property - the open door, welcoming everyone in. (By Roy Smith Design, 2008)

  

Make excellent use of negative space.

“What you take away is just as important as what you keep,” said Katie Morgan, senior designer at 300 million.

Resources from Page 22 – 39. Logo Design Love: A Guide to Creating Iconic Brand Identities. David Airey. 2010. New Riders Voice That Matter.