New PDF release: Brand Bible: The Complete Guide to Building, Designing, and

By Debbie Millman

ISBN-10: 159253726X

ISBN-13: 9781592537266

Brand Bible is a finished source on model layout basics. It appears to be like on the affects of recent layout going again via time, providing a quick anatomical evaluation and examines model remedies and activities in layout. You'll examine the stairs essential to increase a profitable model method from defining the emblem attributes and assessing the contest, to operating with fabrics and proprietors, and all of the steps in among. the writer, who's the president of the layout crew at Sterling manufacturers, has overseen the design/redesign of significant manufacturers together with Pepsi, Burger King, Tropicana, Kleenex, and lots of extra.

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Extra info for Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands

Sample text

Hundreds of copycat colas surged the market, with names like King Cola and Pepsi-Cola, often with similar scripts and red coloration. indd 53 (Text) (RAY) F39 Job:09-26878 Title:RP-Brand Bible #175 Dtp:204 Page:53 leFt: Coca-Cola advertisement, 1924 r ight (CloCkwise): Illustration of J. S. indd 55 10/6/11 6:31 PM 10/6/11 6:17 PM (Text) (RAY) F39 Job:09-26878 Title:RP-Brand Bible #175 Dtp:204 Page:55 1915 1915 (prototype) 1916 through 1900 1899 In 1915 a bottle was designed based on the shape of Coca-Cola’s two main ingredients: the cocoa leaf and the kola nut.

As part of the legacy, the early 1800s saw the younger Wedgwoods contending with the emergence of copycat brands. Many companies began imitating not only the Wedgwood products themselves (and selling them at a considerably reduced price), but also Wedgwood’s sales techniques and showrooms. In time, the sales, display, and manufacturing techniques that Wedgwood had innovated spread from the pottery industry to other arenas. With numerous companies relying on the same strategies—and contending with copycat brands—there needed to be another point of differentiation and brand assurance.

This particular kind of earthenware meant that one understood quality and appreciated the best of culture. In the modern-day world, Apple’s high-design products communicate a similar message. The computers and devices the company makes are not simply functional pieces that serve a practical purpose; they also convey an aesthetic, even existential, sensibility. In that sense, Josiah Wedgwood and Steve Jobs would seem to share some common ground. They both recognized and capitalized on trends in design, branding, and technology.

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Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands by Debbie Millman


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