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Designing Brand Identity: An Essential Guide for the Whole Branding Team Hardcover – Aug 31 2009

4.5 out of 5 stars 2 customer reviews

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Product Details

  • Hardcover: 320 pages
  • Publisher: Wiley; 3 edition (Aug. 31 2009)
  • Language: English
  • ISBN-10: 0470401427
  • ISBN-13: 978-0470401422
  • Product Dimensions: 22.3 x 2.2 x 27.6 cm
  • Shipping Weight: 1.3 Kg
  • Average Customer Review: 4.5 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: #221,747 in Books (See Top 100 in Books)
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Product Description


"Returning with a third edition is the branding bible that is widely regarded as the absolute best, most comprehensive, most successful, and most effective book to use as a reference when creating a brand and brand identity, Designing Brand Identity. Very thorough and to the point, Wheeler's guide takes one through the process of developing, implementing, disseminating, and maintaining a brand identity for a company, organization, or group and give them an edge in the marketplace." (San Francisco Book Review, January 25, 2010)

"We will be reading the book together as a company, and you should stoop and buy one now." (, August 25, 2009)

From the Back Cover

Who are you?

Who needs to know?

Why should they care?

How will they find out?

In a densely crowded marketplace, corporations, organizations, and even individuals look for ways to differentiate themselves. That is the job of branding.

Whether your goal is to express a new brand or to revitalize an existing one, here is a proven, universal five-phase process for creating and implementing effective brand identity. From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity is an essential reference for the entire process.

Enriched by new case studies showcasing successful world-class brands from Herman Miller and General Electric to the Obama '08 election campaign, this Third Edition offers new insights into emerging trends such as sustainability and social networks.

Alina Wheeler applies her strategic imagination and process management skills to revitalize brands for Fortune 100 companies, entrepreneurial ventures, and nonprofits.

Praise for previous editions of Designing Brand Identity:

An inspiring and powerful toolkit.
The Marketer

Alina Wheeler provides a practical structure for the brand building process.
Al Ries, coauthor, Positioning

Wheeler's book offers a cogent description of how strategy and design meet in the real world among world-class companies.
Marty Neumeier, author, The Brand Gap

A valued reference book for all members of the branding team.
Communication Arts

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Customer Reviews

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Top Customer Reviews

Format: Hardcover
I think this book is very usefull and serves as a practical reminder with different steps.
Chapters are very distinctive.
Information is clear and simple.
And each steps are reminded with bullets.
It has to be on your bookshelf.
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Format: Hardcover
This book is a gem.

It has a brilliant balance of information, that can be modelled for any studio, and visual examples as best practice. The process of branding is clearly explained both in text and with easily decyphered info graphics. I have found this book to be invaluable in persuading clients to spend more on their brands.
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Most Helpful Customer Reviews on (beta) HASH(0x9b108c54) out of 5 stars 57 reviews
82 of 91 people found the following review helpful
HASH(0x9b1296b4) out of 5 stars Not recommended for working professionals April 28 2011
By AK - Published on
Format: Hardcover Verified Purchase
As a young design professional with 5 years of experience, I came to this book with an existing knowledge-base about branding and a desire to streamline my design process.

Part 1, Brand Basics, will be familiar to anyone who works in branding. Words like "positioning" are defined, accompanied by brief anecdotes about known brands. It lived up to my expectations -- a refresher with some nice quotes.

Part 2, Process, sets out to elaborate the actual steps toward making a brand. This is where the book unraveled for me. I had hoped for in-depth examples from the author's (or her contributers') experience and hard facts. If they needed to update a logo, who sat down with who? Where, when, and how often? What was the first thing they decided to do? What was the outcome of that decision? What did the first sketches look like?

Instead, I found descriptions far too vague and generalized to be of much help. For example, the page on Naming first lists a lot of common sense: dictionaries and thesauruses are good resources, and paring down large lists takes patience. Next, the actual process is stated, with steps such as "develop decision-making process" and "create numerous names." These leave me wanting so much more -- the former seems deliberately irritating (my process is making a process?) while the latter is simplistically obvious. While I understand that there's no magic process or correct number of names that works in every situation, detailed examples from real branding decisions certainly would have illuminated the concepts better.

Part 3, Best Practices, would more accurately be named More Anecdotes. Each spread tells a bit about the branding efforts of brands such as Hot Wheels or FedEx. These serve as interesting and inspiring stories, but there is not enough depth or detail to make them practical examples.

To sum up: because this is not a particularly dense read and the information is accurate, I would recommend it to a student. As a professional, I would prefer more substance. While the author labels it "a quick reference guide", I found it to be a very quick overview.
45 of 52 people found the following review helpful
HASH(0x9b129900) out of 5 stars The bible of brand design Sept. 30 2009
By Marty Neumeier - Published on
Format: Hardcover Verified Purchase
Writers have The Elements of Style. Managers have The Effective Executive. Chairpeople have Robert's Rules of Order. And now brand-builders have Designing Brand Identity. If you have (or would like to have) responsibility for managing, measuring, critiquing, or designing a brand, you've found your bible. And if you already own the first or second edition, you'll want to upgrade to the third. What I find most remarkable is that, aside from the thorough and relevant content, the design of the book is everything you'd expect from a top brand designer--and so seldom get. A classic.
19 of 22 people found the following review helpful
HASH(0x9b1298c4) out of 5 stars Shows how all the pieces fit together Sept. 9 2009
By Carol Novello - Published on
Format: Hardcover
This book saved me hours of time. It lays out a step-by-step process that would've taken a lot more time figuring out on my own if I didn't have this as a resource. If you're trying to convince people in your company to put more resources into branding, this book gives you what you need to make a strong case.

I found the format easy to use because it integrates instruction, example, text, pictures, and charts. Case study section is more text intensive than the others but still manageable. Has the stuff you need to get the job done -- starts with the big picture and goes down through the executional details.
9 of 10 people found the following review helpful
HASH(0x9b129dbc) out of 5 stars Designing Brand Identity Is Smart Dec 10 2009
By Renee - Published on
Format: Hardcover
What I love most? Designing Brand Identity is smart. I know I can pick it up anytime, open it anywhere and I'll be inspired. Principle based with miles of details. I'm a lefty and a righty... analytical and creative... I'm blown away by the value packed between the green pages. Dynamic processes, clean intelligent layout and visuals. Thank you!!!! Your work will help me in everything I do as a front-line makeover specialist.
7 of 8 people found the following review helpful
HASH(0x9b12b0cc) out of 5 stars Great Book! Certainly I will use with my students. Sept. 29 2009
By Antonio R. Oliveira - Published on
Format: Hardcover
This is an amazing book. Alina had the ability to gather some great cases to illustrate the rich masterfully methodology presented in the book. As a professor of branding in Brazil, I believe this book is a great reference for professionals and students of branding in the world, for dealing with the subject in a simple and fascinating way.
Congratulations Alina! You did a wonderful job.