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Branding and Identity

The
BIG PAGE
of Branding & Corporate Identity Resources

Design magnate Steven Gilliatt said “[A logo] should look just as good in 15-foot letters on top of company headquarters as it does one sixteenth of an inch tall on company stationery.”
Considering everywhere a logo goes, its design and use can be some of the most important decisions a company makes.
And the logo isn’t just about what’s on the paper, it’s part of the deep impressions a company makes on a person, the kind that become part of pop culture: "I’m a Mac person."
This kind of brand identity doesn’t come easily. You have to have a clear plan for your company. You have to be consistent in your policies and actions. You have to have a vision for the idea you want in the customer’s mind.
On this page you’ll find some resources to help you create that vision for your company.

updated Aug 23 2006

Corporate Identity Manuals & Guides

updated Aug 23 2006

Branding & Design Firms

updated Aug 23 2006

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.
Trademark : Legal Care for your business & product name By Stephen Elias
Names, logos, and other unique corporate identifying marks are the true calling cards of any business, and the third edition of Trademark: Legal Care for Your Business & Product Name, by attorneys Kate McGrath and Stephen Elias, explains in an easy-to-understand fashion how to choose perly and then protect them diligently.
A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury
Read it for the case studies: Harley-Davidson, Microsoft, Nike and Starbucks among others.


The 22 Immutable Laws of Branding

by Al Reis Source

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


Laws of Branding
The 22 Immutable Laws of Branding
by Al Reis
In this fun read, marketing legend Al Ries explains why good marketing is essential to good business, and uses many examples, both successful and disastrous, to illustrate his point. It’s considered an industry bible.
Corporate Identity Design
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.
Designing Brand Identity
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.
The Brand Gap
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. This quick read will give you the new definition of brand, the three questions that are most important to ask about any brand, and the five essentials of brand-building.
Emotional Branding
Emotional Branding
by Marc Gobe
People today know a gimmick when they see one. This book shows you how to connect on deep emotional levels with even the most cynical of potential customers. You’ll learn how to use all the five sense to develop an unforgettable brand personality. Chapters also include how to customize the brand’s presence in separate consumer segments.
Marks of Excellence
Marks of Excellence
by Per Mollerup
This book serves as a visual history of brand throughout the commercial age. With pictures that pop, it illustrates motifs from animals to waves. It’s a great collector’s item, a good reference for designers, and quick lesson in semiology.
Logo Design Trends 2008
Logo Design Trends 2007
Logo Design History
Building An E-presence With Some Help From Your Company Logo
Conveying Your Company Logo in Paper and Print
Making An Impression With Your Company logo
A Company logo Makes All The Difference To Your Public Identity
The Importance of Understanding Company logo Implementation
Make Your Business Identity a Top Priority
Corporate Identity Creating The Right Perception
Corporate Identity Why You Should Take It Seriously?
On White Space in Graphic Design
Typography and the design of letterforms
Legible By Gerard Unger
Web Page Design vs Magazine Design
The importance of paper, color and the printing process
Design a Custom Corporate Identity
Text & color contrasts
How Do You Define A Well Designed Company Logo?
The making of company logo design
Choosing the Right Colors for corporate logo design
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