目錄
Chapter 1 Branding Basics
1.1 The concept of brand
1.2 Brand ideals: Overview
1.2.1 Vision
1.2.2 Meaning
1.2.3 Authenticity
1.2.4 Differentiation
1.2.5 Sustainability
1.2.6 Coherence
1.2.7 Consistency
1.2.8 Flexibility
1.2.9 Commitment
1.2.10 Value
1.3 Brand architecture
1.4 The future for brands
Chapter 2 Brand Strategy
2.1 Build a brand strategy
2.2 Build brand identity
2.2.1 Make brand working
2.2.2 The changes of the brand
2.3 Brand marks
2.4 Analysis of brand characteristics
2.4.1 Shape
2.4.2 Color
2.4.3 Form
2.5 Naming brands
2.6 Cultural branding: importance and strategies
2.7 Using design to shape brand culture
2.7.1 Cultural significance of symbols and names
2.7.2 Choose a good image representative
2.7.3 Creating a culturally distinctive product image
2.7.4 Emphasize the perceived value of the brand
2.7.5 Strengthen brand personality
2.7.6 Enhancing brand cultural connotation with national and ethnic characteristics
2.7.7 Follow the trend and keep up with the times
2.7.8 Win-win cooperation in culture and marketing
2.7.9 Brand extension, endless growth
2.7.10 Visual recognition for all-round and three-dimensional brand shaping
2.7.11 Emphasize the role of designers
2.8 Designing for other cultures
Chapter 3 General Concepts of Logo
3.1 Types of logo designs
3.1.1 Images
3.1.2 Typography
3.2 The step of logo design
3.3 Elements of iconic design
3.3.1 Keep it simple
3.3.2 Modernism in design
3.3.3 Monograms
3.3.4 Logo system
3.3.5 Pictogram
Chapter 4 The Design Process of Logo
4.1 The design process
4.2 The stages of the design process
4.3 The creative process
4.3.1 The client's role within the design process
4.3.2 The design process in the academic environment
4.3.3 Developing guidelines
4.3.4 Analysis
4.3.5 Questions and techniques
4.4 Sketching
4.5 Rough concepts
4.6 Produce category analysis
4.6.1 Visual analysis boards
4.6.2 Analyzing the brand environment
4.6.3 Organizing your source material
4.7 Edit a logo
4.8 Evaluating the data and reaching conclusions
4.8.1 Consumer/audience
4.8.2 The design brief
4.9 Research in an educational setting
Chapter 5 The Relationship Between Products and Brands
5.1 The product design and brand
5.2 Product life cycle
5.3 The relationship between design, brand, and culture
Chapter 6 Delivering the Final Design
6.1 Choosing the best concept
6.2 Presentation materials
6.3 Visualizing and analyzing inspiration
6.3.1 Mood boards
6.3.2 Inspiration boards
6.3.3 Designing effective communication boards
6.4 Digital versus print presentations
6.5 Types of boards
6.5.1 Brand standards
6.5.2 Specification boards
6.5.3 Brand in context boards
6.6 The client presentation
6.6.1 Preparation
6.6.2 Connecting with the client
6.6.3 Meeting strategies
6.7 Design development
6.7.1 Client confidentiality
6.7.2 Market research
6.7.3 Final polishing
6.8 Launching the brand identity
References
[