Identity Crisis: 50 Redesigns That Transformed Stale Identities into Successful Brands

*Showcases recent identity work for as variety of industries

*Acts as a guide designers can use to show their clients the power of rethinking and redesigning their identities

Identity design (logos, letterhead, web sites, etc.) is one of the most popular topics in design books, and Identity Crisis takes a fresh look at this common subject by exploring the process of redesigning existing identities to help businesses refine their images, communicate with customers, and find success.

Readers will get an inside look at the challenges of redesigning identities. They'll see the creative and strategic thinking behind fresh design work as well as have a powerful tool to show clients what a difference a professional can make to their image.
About the Author

Jeff Fisher has been designing logos, creating corporate identity systems and branding organizations, businesses and products for nearly 30 years. His work has been featured in HOW, Print, Graphic Design:usa and other international design publications. More than 75 books on the design of logos, the business of graphic design, and small-business marketing have presented his work as industry examples.

Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy

Discover how the world's leading companies have added value to their company by rewiring the brand creation process
Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity.

• Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more
• Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be leveraged economically for many years to come
• Reveals how to reduce costs in the brand creation and legal process
• Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders

Innovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.

From the Inside Flap

"How do Procter & Gamble and Google and companies like them build a billion-dollar brand? They design strong intellectual property strategy into their innovation and branding processes through the power of collaboration and interdisciplinary teams. Whether a company is maintaining a brand that has endured for more than 100 years, such as Tide, or creating a new brand that will capture the attention of the world, such as Google, a rewired branding process can provide key competitive advantages."
—From Chapter 1 of Brand Rewired Consider this: it's generally accepted that to achieve an increase in margin, market share, revenue, and market value, a company must innovate and create for consumer needs and wants. But renowned IP strategists Anne Chasser and Jennifer Wolfe argue in Brand Rewired that in the future—i.e., now—companies must add another layer of thinking to the creative process: an interdisciplinary approach that considers long-lasting intellectual property from the start of the creative process.
If the brand process is approached this way, you will get the job done faster, utilize fewer resources, reduce costs, and increase the likelihood of success. Intelligent and timely, this book takes a look at:

• The driving trends in intellectual asset valuation— and why they should matter to you
• Insider secrets for a strong intellectual property branding portfolio
• Why intellectual property—product name, logo, slogan, product design and packaging, and copy— must be integrated into the creative process
• What your company must do to avoid potential lawsuits and increased costs
• How a multidisciplinary Brand Rewired approach can reduce your costs and increase your return on investment

Featuring surprisingly revealing interviews with executives from leading worldwide companies including Procter & Gamble, Kodak, Yahoo!, Kraft Foods, Kimberly-Clark, Harley-Davidson, General Mills, LPK, JWT, Scripps Networks Interactive, Northlich, and more, this book is not just another IP strategy guide. This is the strategic direction every brand manager, marketing professional, intellectual property lawyer, valuation professional, intellectual asset manager, intrapreneur, or entrepreneur needs to gain a step on the competition.
Want to see our economy make a sustainable recovery from its current financial crisis? Want your business to survive in this century? Get Brand Rewired.

From the Back Cover

Praise for Brad Rewired "Brand Rewired celebrates collaboration and the power of brands. It's a must-read for all brand managers and business leaders."
—Diane Nelson, President, DC Entertainment, Warner Bros. Entertainment
"Brand Rewired is a must-read for everyone who wants to create sustainable brand value. Anne and Jennifer provide an insightful view on how a stronger brand can be built and more long-term value can be created by designing in a holistic intellectual property strategy from the start."
—Chris Thoen, Managing Director, Global Open Innovation Office, Procter & Gamble
"This book spells out for all brand owners the clear economic advantages to placing intellectual property at the heart of the branding process."
—Frederick Mostert, Group Chief Counsel, Richemont
"One company, many departments, hundreds or thousands of brands. How does management coordinate brand development and protection to maximize the company's assets and the customer's experience in a rapidly changing global economy? Brand Rewired is filled with creative ideas and commonsense recommendations to help the stewards of famous and one-day famous brands answer that question. Buy it and prosper."
—Alan C. Drewsen, Executive Director, International Trademark Association (INTA)
"Brand Rewired takes an age-old problem and shows how leading companies are creating greater value by driving collaboration with all brand stakeholders at the front end of the innovation cycle, where strong intellectual property protection means greater return on investment for brand owners."
—Kathryn Barrett Park, Senior Counsel, Advertising & Brand Management, General Electric Company
"Brand Rewired offers a fresh new look at driving value and innovation through a creative collaboration. It's a wonderful complement to building enterprise success."
—Lesley Craig, coauthor of Intellectual Capital in Enterprise Success: Strategy Revisited

About the Author

ANNE H. CHASSER was named one of the fifty most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the United States Patent & Trademark Office and president of the International Trademark Association. As Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and Licensing at The Ohio State University, she has achieved top-level executive experience in both government and higher education administration. Chasser is widely recognized as a visionary thought leader in intellectual property. JENNIFER C. WOLFE, Esq., APR, is the founder of Wolfe LPA, one of the fastest growing woman-owned intellectual property and corporate counsel law firms. Clients have included Kraft Foods, Scripps Networks Interactive, The Kroger Co., Luxottica Retail, and many emerging media and technology companies. One of the only attorneys also nationally accredited in public relations, Wolfe is widely known for her unique and outside-the-box thinking. She is certified as a Six Sigma Black Belt and has been a regular contributor to national legal and technology publications.

Designing corporate identity: graphic design as a business strategy

Pat Matson Knapp is a Cincinnati-based writer and editor whose work focuses on design and its effects on business. A former newspaper journalist, she was editor of IDENTITY, a magazine devoted to corporate identity and environmental graphics, and was managing editor of VM+SD (Visual Merchandising and Store Design) magazine. She has contributed to a wide range of design publications.

Designing logos: the process of creating symbols that endure

How to design great logos, step by step by step * Lavishly illustrated with 750 color images * How-tos, case studies, and detailed analysis of well-known logos What makes a logo good? What makes it bad? What makes it great? In this comprehensive guide, learn what it takes to create an enduring symbol. The entire process of logo design is examined, from the initial client interview to brainstorming, from first presentation to delivery of the final standards manual. Through 750 color illustrations, classic logos are analyzed, and readers will learn a thirteen-point system for measuring the effectiveness of any logo. Learn about the uses of positive and negative space, balance, color, and typography; follow intriguing case studies; discover how to make effective presentations to clients. Designers, marketing and branding specialists, educators, and students everywhere need this definitive guide to creating great logos.

About the Author

Jack Gernsheimer, the cofounder of Partners Design, has designed nearly 500 logos for clients ranging from one-person start-ups to Fortune 500 corporations. A contributor to Communication Arts, Graphis, Print, Novum, and other publications, he lives in Bernville, PA.

Logo Design That Works: Secrets for Successful Logo Design

Logo design titles continue to sell the most copies of all graphic design subjects. This hard-working title examines 100 logo designs by illustrating how and why the design works. Sidebars compare and contrast rough drafts of popular logos with their final versions, and short tips address issues such as testing designs, sourcing inspiration, and typography. As well, the evolution of well-known logos are traced by examining why design changes were made and how those changes benefited the client and were successful on the market.
About the Author
Lisa Silver is a Manhattan-based freelance writer and an adjunct professor of journalism at New York University.

Logo Design Love: A Guide to Creating Iconic Brand Identities

There are a lot of books out there that show collections of logos. But David Airey’s “Logo Design Love” is something different: it’s a guide for designers (and clients) who want to understand what this mysterious business is all about. Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points. Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable. - Tom Geismar, Chermayeff & Geismar

In Logo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last.

David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos for Time magazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; and many more.

Readers will learn:


* Why one logo is more effective than another
* How to create their own iconic designs
* What sets some designers above the rest
* Best practices for working with clients
* 25 practical design tips for creating logos that last

From the Back Cover
There are a lot of books out there that show collections of logos. But David Airey’s “Logo Design Love” is something different: it’s a guide for designers (and clients) who want to understand what this mysterious business is all about. Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points. Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable. - Tom Geismar, Chermayeff & Geismar

In Logo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last.

David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos for Time magazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; and many more.

Readers will learn:


* Why one logo is more effective than another
* How to create their own iconic designs
* What sets some designers above the rest
* Best practices for working with clients
* 25 practical design tips for creating logos that last

About the Author
David Airey, a graphic designer from Northern Ireland, has been intrigued about brand identity since the 1990s, when he enrolled on his first graphic design course. Having honed his skills working in the UK and the United States, he then made a conscious choice to specialize in logo design. Self-employed since 2005, David has amassed an impressive global client list, including Yellow Pages (Canada), Giacom (England), and Berthier Associates (Japan). He writes two of the most popular graphic design blogs on the Internet: www.logodesignlove.com and www.davidairey.com, attracting more than 250,000 online visitors per month and approximately one million monthly page views.