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Overview

In today's competitive marketplace, establishing a creative and comprehensive branding program is crucial to achieving business success. This dynamic new book from best-selling author Robin Landa is an all-inclusive guide to generating ideas and creating brand applications that resonate with an audience. A highly visual examination of each phase of the branding process includes comprehensive coverage of the key brand applications of graphic design and advertising. Readers gain valuable insight into the art of designing individual brand applications-brand identity, promotional design, identification graphics, web sites, advertising, and unconventional/guerilla formats, among others-while benefiting from the thoughtful commentary and full-color branding work of award-winning designers and creative directors worldwide.

Robin Landa, Kean University

Robin Landa is a Distinguished Professor in the Michael Graves College, Kean University. She has written over twenty books about graphic design, advertising design, branding, creativity, and drawing -- including Graphic Design Solutions, 6th Edition, Advertising By Design, 3rd Edition, and Nimble: Thinking Creatively In The Digital Age, which received an outstanding review in Communication Arts. She has won numerous awards for her design, writing, and research, including awards from the National Society of Arts and Letters and the National League of Pen Women. She received the 2015 Human Rights Educator award, 2013 Kean Teacher of the Year, and the Carnegie Foundation lists her among the great teachers of our time. Robin was the sole judge of the 2014 HOW Logo Competition and is a favorite speaker at the HOW Design conferences.Crack The Spine published Robin’s short story, “Bottled Up.” Recently, Robin presented on the subject of personal branding at Columbia University and HOW Design magazine has published many of her articles. She is a Chair on the governance board of Design Incubation, a design research and practice organization. Visit her online at www.robinlandabooks.com .
  • Effectively communicates the premise that every encounter a viewer has with a brand shapes that viewer's perception of a brand
  • Lively case studies and full-color examples from leading branding firms, design studios, and advertising agencies help to illuminate important theories and points
  • Examines comprehensive branding programs as well as individual brand applications for efficacy and creativity
  • Reveals successful strategies for conceiving ideas, brand constructs, and writing design briefs
Foreword
Introduction: Historical Overview
Preface
PART I. Strategy
Chapter 1. What is branding?
Chapter 2. The Branding Process
PART II. IDEAS
Chapter 3. Formulating Relevant Branding Ideas
Chapter 4. Brand Constructs: Strategic Advantages
Part III. DESIGN
Chapter 5. On Designing
Chapter 6. Designing Visual Language Elements of the Brand Identity
Chapter 7. Designing Brand Identity Applications: Identification graphics
Chapter 8. Designing Brand Identity Applications: Advertising and Promotional Design
Part IV. More Case Studies

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  • ISBN-10: 1133675654
  • ISBN-13: 9781133675655
  • STARTING AT $14.49

  • STARTING AT $16.49

  • ISBN-10: 1401848877
  • ISBN-13: 9781401848873
  • Bookstore Wholesale Price $79.50
  • RETAIL $105.95