Branding: In Five and a Half Steps

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The ultimate step by step visual guide to creating a successful brand, the use of contemporary brand identities as prototypes

Michael Johnson is without doubt one of the world’s leading graphic designers and brand consultants. His studio, johnson banks, is responsible for the rebranding of many notable clients, including Virgin Atlantic, Think London, BFI, Christian Aid, and MORE TH>N, and he has garnered a plethora of awards in the process.

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In Branding, Johnson strips on a regular basis brands down to their basic components, with case studies that enable us to keep in mind why we select one services or products over another and allow us to comprehend how seemingly subtle influences can have an effect on key life decisions. The first a part of the book shows how the birth of a brand begins not with finding a solution but fairly with identifying the correct question―the missing gap available in the market―to which an answer is needed. Johnson proceeds to unveil hidden elements involved in creating a successful brand―from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language.

With more than 1,000 vibrant illustrations showcasing the world’s most successful corporate identities, as well as generic templates enabling you to create your own brand or ad with ease, Branding explores every step of the development process required to create the simplest and most immediately compelling brands.

1,000+ illustrations in color

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