Identity Designed

Identity Designed

The Definitive Guide to Visual Branding

Identity Designed is not only for designers, but also for entrepreneurs who want to improve their work with a greater understanding of how good design is good business. The book formalises the process and the benefits of brand identity design and includes a substantial collection of high-calibre projects from a variety of the world’s most talented design studios.

You’ll see the history and importance of branding, a contemporary assessment of best practices, and how there’s always more than one way to exceed client expectations. You’ll also learn a range of methods for conducting research, defining strategy, generating ideas, developing touchpoints, implementing style guides, and futureproofing your designs. Each case study is followed by a recap of key points.

Identity Designed book


Base (Brussels, New York, Geneva)
Bedow (Stockholm)
Believe in (Exeter, Mono)
Fedoriv (Kiev)
Foreign Policy (Singapore)
Freytag Anderson (Glasgow)
ico Design (London)
Jack Renwick (London)

Lantern (London)
Lundgren+Lindqvist (Gothenburg)
OCD (New York)
Pharus (Sao Paulo)
Rice Creative (Ho Chi Minh City)
Robot Food (Leeds)
Together Design (London)
Underline Studio (Toronto)

Identity Designed book

In others’ words

Not just a beautifully designed book, but also beautiful in its depth and detail about the identity design process.
— Khoi Vinh, principal designer, Adobe

ID is an inspiring and intelligent resource for designers and their clients as they redesign their future. Sixteen global case studies offer an in-depth understanding of all of the considerations that contribute to original and lasting design solutions, and successful partnerships between clients and their consultants.
— Alina Wheeler, author, Designing Brand Identity

David Airey has a keen eye for design around the world and a commitment to design excellence. There are gems of original work throughout this book with insightful analysis about what makes each an effective solution.
— Sagi Haviv, Chermayeff & Geismar & Haviv

David Airey has been inspiring designers to do their best for over a decade. His new book continues to build on that legacy. Filled with case studies detailing the ideologies and ideas of many of the most creative studios on the planet, Identity Designed is sure to become an instant classic and an incredible contribution to the design community.
— Bernadette Jiwa, author and brand strategist

Just as every brand designer knows, research is the key to unlocking useful insight and inspiration. Here, David Airey has done just that, speaking with pre-eminent design studios around the world to find out how they carry out a visual identity project. Identity Designed is a brilliant book bursting with revealing discussion and inspirational work.
— Luke Tonge, director, Birmingham Design Festival

ID delivers a transparent and analytical approach to branding and design strategy. This instant classic is a must-read for all who deal with identities.
— Cristian Kit Paul, co-founder, Brandient

Identity Designed book

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David Airey
Brand identity design

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