September 2003

Designing Brand Identity: A Complete Guide To Creating, Building, and Maintaining Strong Brands

Wiley Publishers

  • 10475 Crosspoint Blvd.
  • Indianapolis , IN


Starting a new company? Do you work with clients as a freelance graphic designer? Wondering whether your company logo is up to par? What is brand identity, anyway, and why is it so important? Alina Wheeler’s abc Designing Brand Identity xyz is a complete how-to manual for anyone who cares about the perception of their company and whether or not they are memorable to consumers.

Wheeler, a brand identity guru to Fortune 100 companies, writes that a good brand identity and logo will, among other things:

  • Be immediately recognizable
  • Communicate the company’s persona
  • Have enduring value
  • Work both in black and white and in color
  • Work well across media and scale

The book also provides lots of pictures, many in color, of famous logos, including those of Nike, Mercedes-Benz, Cingular Wireless, CBS, and even Bidendum, aka the Michelin Man. The reasons for their success are fascinating. For example, "Apple’s logo, designed in 1977, is an apple with a bite out of it - a friendly symbol of both knowledge and anarchy, contrasted against IBM and the PC world." This book will undoubtedly become a classic in both the business and design industries. Check it out now and stay ahead of pack!

Reviewer: Kirstie Harless, FIDM Library Staff Member, S.F.