Alina Wheeler’s Designing Brand Identity: an essential guide for the whole branding team is currently in its
third fourth edition. I don’t know why I haven’t picked it up sooner, given how closely the topic resembles Logo Design Love. Anyway. I’ve been dipping in and out and thought I’d share a quick look inside (the third edition).
“The tools have changed. The fundamentals have not. The questions are the same whether you’re on Facebook or in Shanghai: Who are you? Who needs to know? How will they find out?”
— ALINA WHEELER
The book’s split into three parts:
“The difference between brand and brand identity, and what it takes to be the best.”
“This section answers the question “Why does it take so long?” and addresses collaboration and decision making.”
- Best practices
“These highly successful projects created by branding firms and design consultancies inspire and exemplify original, flexible, lasting solutions.”
The content is arranged in a way that lets you read specific sections depending upon what’s most needed at the time. I didn’t thumb from front to back as if reading a novel, but instead focused on sections of most help to the tasks I was working on. There’s a definite text book feel (lots of lists, diagrams, charts, pull quotes) which is perhaps why Alina has been so successful getting the title included on many design course reading lists.
Do you know that little “Customers who bought this item also bought…” section on Amazon? Ever since my book was published, Alina’s has been a mainstay alongside it. In fact, a potential client approached me a couple of days ago after reading my book. He bought it at the same time as Designing Brand Identity. I didn’t think to ask if he’d approached Alina, too. Should’ve.
There’s so much relevant info in this book with most of it in blog post-sized chunks that I’m surprised Alina hasn’t included more on her website, or indeed launched a blog. A lot of the info details parts of the process that I hadn’t thought to include (in some cases hadn’t needed to) when working with clients — maybe because it’s targeted at branding teams, and not exclusively at self-employed designers. But I think it’s useful for both, even if I found that the layout made it difficult to stay focused on a specific train of thought — perhaps down to my reading preference more than anything.
My publisher labelled my book as beginner/intermediate. Alina’s is certainly a step up.
Find Alina Wheeler on Twitter.
Purchase Designing Brand Identity:
If you’ve read the book I’m interested to know what you thought.
Looking for more? A few good books.