Corporate Identity Design

By Veronica Napoles

Book Overview

In a market cluttered with big and small companies competing for the consumer's attention, public image becomes more critical than ever to the success of any business. Veronica Napoles's Corporate Identity Design provides a practical tool for designing and implementing a successful, comprehensive corporate identity program. It is an invaluable resource, since fashioning a powerful and accessible identity is a company's best bet for capturing the attention of consumers. Napoles explains the difference between corporate image--how a company is actually perceived by the public--and identity--how it wants to be perceived--and shows how to close the gap between the two. In doing so, she goes beyond previous books on the subject and anticipates the needs of consumers by incorporating elements of behavioral psychology into the design process. Corporate Identity Design is not merely a picture book or an anthology of symbols, but a comprehensive, detailed examination of all factors that lead to the choice and refinement of a corporate identity. Napoles's concise, step-by-step overview looks at all phases of the corporate identity design process, including:
* recognizing the need for corporate identity adjustment
* selecting a basic symbol category from which to choose
* deciding on and refining a chosen symbol
* implementing a careful, intelligent program for phasing in the new corporate identity and ensuring its acceptance by the public.
The book includes dozens of helpful illustrations, a sample design proposal, questionnnaires, design briefs, and a color chart. In addition, Napoles provides guidelines for changing a company name, including information on basic name categories and the categories and the creative process for developing and evaluating names. These and other features make Corporate Identity Design the definitive work for establishing quick and accurate image/identity relationships in the mind of the public. Design students and professionals, public relations and communications officers, and top-level management personnel will all find Corporate Identity Design a continuing resource for ideas, information, and inspiration.

• Format: Paperback
• Language: English
• ISBN: 0471289477
• ISBN13: 9780471289470
• Release Date: January 1991
• Publisher: Wiley
• Length: 144 Pages
• Weight: 0.78 lbs.
• Dimensions: 0.4" x 8.1" x 9.3"

Customer Reviews

Should Be REQUIRED Reading!

I was really surprised by this little book. Loaded with informataion!! I took a Graphic Designs Class at ISU and i want to know why this was not a REQUIRED reading? Execellent source for guidance when starting in graphic Design.

primer to learning design & client business considerations

Most books on logo design and corporate identity design are image heavy with examples and case studies instead, Veronica's book is very informative of the design process. I have taught graphic design for over 20 years at the university level and this book has always been on my recommended reading list and is one that I bring out to help explain how students should develop a concise design brief (the appendix includes a sample client questionnaire). Chapter 5 on methodology (lots of marketing analysis) appears too logical and counter intuitive but because artistic decision making has always been view skeptically by business, designers need to know how to problem solve in a manner that appears rational to business professionals. The introduction's section on "Image versus Identity" defines the two with good common sense advice. This book does not require any advanced academic studies to be comprehensive. I would give this book five stars if it were in color and updated with more contemporary examples.

Great Information!

I think this book is very usefull and descriptive. Is very difficult to find today graphic design books with information you can use in your everyday work.Usually there are a lot of books with images and graphic examples, but what about theory?! I highly recommend this one.