Synopses & Reviews
In today's competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and creating brand applications that resonate with an audience. A highly visual examination of each phase of the branding process includes comprehensive coverage of the key brand applications of graphic design and advertising. Readers gain valuable insight into the art of designing individual brand applications-brand identity, promotional design, identification graphics, web sites, advertising, and unconventional/guerilla formats, among others-while benefiting from the thoughtful commentary and full-color branding work of award-winning designers and creative directors worldwide.
In today?s competitive marketplace, establishment of a creative brand identity is crucial to achieving brand resonance, and this book is an all-inclusive guide to generating ideas and creating brand applications that are sure to resonate with an audience. A highly illustrative examination of each phase of the branding process includes comprehensive coverage of such brand applications as graphic design and advertising that contribute to the cumulative brand experience. Readers will gain valuable insight into designing individual brand applications such as logos, promotional design, information design, and unconventional formats, while considering helpful comments and full-color illustrations from award-winning, highly respected designers and creative directors the world over.
About the Author
Robin Landa is a Distinguished Professor in the Department of Design at Kean University of New Jersey and a branding consultant and creative strategist with Design Management Associates (DMA) in Jersey City, New Jersey. She has received numerous academic and professional awards, including recognition by the Carnegie
Foundation for the Advancement of Teaching as one of the "great teachers of our time." In addition to being a frequent speaker on the subjects of advertising, graphic design, branding, and creativity, Ms. Landa is an award-winning designer and author. She is a creative consultant to corporations and an active member
of professional organizations in New York and New Jersey. Ms. Landa is the author of Advertising by Design and the best-selling Graphic Design Solutions.
Table of Contents
TABLE OF CONTENTS Foreword Introduction: Historical Overview Preface PART I Strategy Chapter 1. What is branding? Chapter 2. The Branding Process PART II IDEAS Chapter 3. Formulating Relevant Branding Ideas Chapter 4. Brand Constructs: Strategic Advantages Part III DESIGN Chapter 5. On Designing Chapter 6. Designing Visual Language Elements of the Brand Identity Chapter 7. Designing Brand Identity Applications: Identification graphics Chapter 8. Designing Brand Identity Applications: Advertising and Promotional Design Part IV More Case Studies