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"It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes.
The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives."
Part 1 presents the fundamental concepts needed to kick-start the branding process and creates a shared vocabulary for the entire team.
Part 2 presents a universal process regardless of the project’s scope and nature. This section answers the question “Why does it take so long?”
Part 3 showcases best practices. Local and global, public and private, these projects inspire and exemplify original, flexible, lasting solutions.
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