We wrote Brand Identity Essentials to help quash the misguided notion that brand development is a matter of making beautiful logos and business cards.  The book lays a foundation for brand-building, defining the tools and building blocks, and illustrating the construction of strong brands through examples by world-class design strategists. 

Over the past decade, our work has been featured in many of Rockport Publishers’ titles. In 2009, they asked us to write the next book in their best-selling Essentials series. The proposed title of the book was Identity Essentials, which begged questions about the relationship between brands and their identities. Rockport encouraged us to write the book we felt was most relevant and necessary for the practitioners in our profession, and their clients, so we aimed to address this issue first. We changed the title to Brand Identity Essentials.

By broadening our field, we were also able to touch on larger issues of the role of brand development and management in business transformation.

At Peopledesign, our design framework has three pillars: Empathy (customer research), Strategy (brand positioning and planning), and Realization (designing artifacts). Brand Identity Essentials touches on all three areas of work, while examples from great design offices all over the world depict the Realization of highly inspirational work.

Readers who may find this book useful:

• Design educators and students
• Business/marketing educators and students
• Business leaders, brand/marketing managers, and entrepreneurs
• Professional designers
• Design buyers