Designing Brand Identity A Comprehensive Guide to the World of Brands and Branding

Whether you're managing a rebrand or educating your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. The sixth edition has been updated throughout to address the challenges faced by branding professionals today. From research to brand strategy, design execution to launch and governance, Designing Brand Identity is a compendium of tools and best practices that demystifies, inspires, and provides a road map to creating sustainable and successful brands.

3 sections: brand fundamentals, process basics, and case studies
100+ branding subjects, from culture and social media to positioning and guidelines
50+ all-new case studies that describe goals, process, strategy, solutions, and results
New content on AI, VR, social justice, iconography, and evidence-based marketing
800+ images, diagrams, and examples of brand touchpoints
400+ quotes from branding experts, executives, and design gurus

Designing Brand Identity is the best book on the what, how, and why of identity design (it is a bible) and the book gets better and broader with each update. The 6th edition is indispensable for all identity designers, strategists, and clients.

Paula Scher
Partner
Pentagram

If you read one book on branding this year, make it Designing Brand Identity. The 6th edition features everything you need to know to build a killer brand identity—all done in a hands-on, practical manner.

Ana Andjelic
Chief Brand Officer, Esprit
Author, The Business of Aspiration

Designing Brand Identity is the book that first taught me how to build brands. For over a decade, it’s been my blueprint for using design to impact people, culture, and business.

Alex Center
Founder/Creative Director
CENTER

Branding, demystified. Bursting with pragmatic insights you won’t find anywhere else and all new case studies from around the world, this book is an essential guide for anyone building a brand today.

Sunny Bonnell
Cofounder + CEO
Motto®

Want to understand what branding really is—and how it’s done? Get your hands on Alina Wheeler and Rob Meyerson’s Designing Brand Identity.

Chris Do
Founder + CEO
The Futur

Designing Brand Identity stands as a testament to Alina Wheeler’s legacy of creating resources that shape creative thinking and strategic branding. The Chobani Creative Team is humbled to be included in these pages.

May Aboubakr
Vice President, Creative + Marketing Operations
Chobani

Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process.

It’s harder than ever to be the brand of choice—in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes.

The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives.

Organized into three sections—brand fundamentals, process basics, and case studies—this revised edition includes:

• Over 100 branding subjects, checklists, tools, and diagrams
• More than 50 all-new case studies that describe goals, process, strategy, solutions, and results
• New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing
• Additional examples of the best/most important branding and design work of the past few years
• Over 700 illustrations of brand touchpoints
• More than 400 quotes from branding experts, CEOs, and design gurus

Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration.