Corporate Identity De

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.

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Kieler Woche - History of a Design Contest

Kieler Woche - History of a Design Contest

This book provides readers with the fascinating story of the Kieler Woche design competition, one of the most highly esteemed European design competitions of the last 60 years. The contest is so exquisite that only five design practices or designers have been invited to take part since 1959. Participants and winners include: Odermatt & Tissi, Josef Muller-Brockmann, Jan Lenica, Willy Fleckhaus, Wim Crouwel and Ruedi Baur.

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Corporate Diversity - Swiss Graphic Design

Corporate Diversity - Swiss Graphic Design

By Geigy

This is an excellent survey of the Geigy graphic design legacy and one of the most indispensable graphic design books of all times. The Geigy design studio was the launching platform for the Swiss Style in graphic design during the 1950s and the 1960s. For many years, the studio has employed a large number of great graphic designers such as: Nelly Rudin, Toshihiro Katayama, Andreas His, Steff Geissbuhler, Jörg Hamburger, Karl Gerstner and Roland Aeschlimann among others. Other names associated with Geigy include freelance designers Niklaus Stoecklin, Numa Rick, Warja Lavater, Herbert Leupin, Armin Hofmann, Gottfried Honegger and Michael Engelmann.

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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.

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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.

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by Emil Ruder

This is a classic textbook by a master of modern typography. Ruders typography is defined by an emphasis on negative space, shape, counter and asymmetry. Many generations of graphic designers and typographers have been inspired by his clear and concise style. An associate and friend of Müller Brockmann, Frutiger and Hofmann, Ruder played a crucial role in the Swiss Design movement. An essential read for both beginning and advanced designers.

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the BIG page of
corporate identity design


Identity Manuals by Paul Rand

The links are at the bottom
of the page:

[updated August 2011]

|06|  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.
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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.
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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:
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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.
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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.
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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.
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Verlag Niggli AG Publishers

Swiss publisher, lots of essential
writings on typography.


Lars Müller Publishers

Large selection of great graphic design books, very exclusivist publishing house.


22 Immutable Laws of Branding

by Al Reis

|01|      Expansion

The power of a brand is inversely proportional to its scope

|02|      Contraction

A brand becomes stronger when you narrow its focus

|03|      Publicity

The birth of a brand is achieved with publicity, not advertising

|04|      Advertising

Once born, a brand needs advertising to stay healthy

|05|      The Word

A brand should strive to own a word in the mind of the consumer

|06|      Credentials

The crucial ingredient in the success of any brand is its claim to authenticity

|07|      Quality

Quality is important, but brands are not built on quality alone

|08|      The Category

A leading brand should promote the cateogry, not the brand

|09|      The Name

In the long run a brand is nothing more than 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


The Brand Gap

The Brand Gap slides cover a lot
in a short reading.