Mark Rowden's first book, The Art of Identity was internationally recognized as a seminal work on the creation and definition of corporate identity. This much-revised and extended edition, simply titled Identity, offers further crucial knowledge about how to integrate identity into the wider commercial and financial objectives of the organization. Rowden's radical approach dispenses with common branding misconceptions and explains how to interrogate your strategy and objectives as never before through the relative weighting of three key 'averages': product, distribution and identity. He demonstrates how, by re-examining market position and values on this basis, you can redefine the content and focus of your identity, grading all visual and behavioural communications - an approach called, show tell do - into critical priorities, and then distill key values into firmwords, against which all communications can be rapidly focused as well as measured. The real examples in this book demonstrate firmwords in action. Later chapters illustrate issues of style, colour, names, logos, typefaces, structure, and how the challenges of fashion can be met. Identity also argues a new methodology for managing the creative process between the organization and its creative suppliers.
Table of Contents
Preface; Emotions: Managing illusion, deep image or deeply meaningless? Instincts and emotions. Jargon: The 'B' word - perfect fusion. Integration: One third identity - exploring your strategy, A necessary diversion - three key averages, Winning averages. Objectives: How to move ahead - into the unknown, Realising your true aims, The opportunities of change. Leadership: Above the parapet - uncomfortable is good, Who is leading? - from brief to belief, Mission before admission. Differential: Prioritising your true values - first know yourself, Show, tell or do with care, Negotiating a unique position. Show tell do: Beyond shallow - critical priorities (1, 2, 3), Junctions of jeopardy - effectiveness, Identity drivers - purposeful disruption. Intangibles: Make it real - mindful valuations. Firmwords: Foundations - measurements - design certainty, Deciding on your firmwords, Justify or delete - using firmwords, Std scoring - examining fake intangibles. Reality: Firmwords in action. Style: Setting the right tone - building character, Upping the passion - culture, Lost in Translation - domination, dress sense, Voice - pitch - colour - gender games. Consistency: Identifiable mass - inconsistencies, Consistency within market area, Consistency within an organisation, individuality. Presence: A sense of mystery, The shape you're in - size of access, Defend your own space. Time: Nothing stands still - brand time - fashion, Knowing what others don't. Names: Call me what you like - the problem with names. Status: The importance of structure - the mono-identity, The multi-identity - choose and maintain. Logos: The magic of the correct logo, Are you sure you need a logo?, Endorsement by logo, Choose the right logo variation, The logotype - the symbol - the combined logo, The integral logo - the virtual logo, Relationships - parent and child - qualifications. Arrivals: Departing to arrive - guidance - revisiting, Finally. Index.