Brand Identity Essentials, Revised and Expanded  outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles. These include the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved.  A company's identity encompasses far more than just its logo. Identity is crucial to establishing the public's perception of a company, its products, and its effectiveness—and it's the designer's job to envision the brand and create what the public sees. Brand Identity Essentials, a classic design reference now updated and expanded, lays a foundation for brand building , illustrating the construction of strong brands through examples of world-class design . Topics include: A Sense of Place, Cultural Symbols, Logos as Storytellers, What is "On Brand?", Brand Psychology, Building an Online Identity, Managing Multiple Brands, Owning an Aesthetic, Logo Lifecycles, Programs That Stand Out, Promising Something, and Honesty is Sustainable The new, revised edition expands each of the categories , descriptions, and selections of images, and incorporates emergent themes in digital design and delivery that have developed since the book first appeared. Brand Identity Essentials  is a must-have reference for budding design professionals and established designers alike. Kevin Budelmann and Yang Kim are the founders and co-owners of Peopledesign, a brand strategy and design firm in Grand Rapids, Michigan,  helping clients establish strong, future-proof brand identities. Peopledesign has been recognized by ADC Global, AIGA, American Center for Design, American Graphic Design Awards, AR100, CMYK Magazine , Communication Arts , Coupe magazine, Creative Quarterly , Critique Magazine , GD:USA, Graphis, How, Inc. 5000, LogoLounge, Print, ReBrand, STA, Step: Inside Design, Type Directors Club, Webby Awards. Budelmann and Kim published the original edition of Essential Elements for Brand Identity with Rockport in 2010. Brand Identity Essentials 100 Principles For Building Brands By Kevin Budelmann, Yang Kim The Quarto Group Copyright © 2019 Quarto Publishing Group USA Inc. All rights reserved. ISBN: 978-1-63159-708-4 Contents Introduction, 7, Brand Identity Framework, 11, Essential Tools, IMAGE, COLOR, TYPOGRAPHY, SHAPE, CONTRAST, DIMENSION, SYMBOLS, VOICE, CONSISTENCY, STORY, TIME, Essential Decisions, PSYCHOLOGY, WIT, TRENDS, MEDIA, PERSONALIZATION, PROCESS, PROTOTYPING, MULTIPLES, STANDARDS, INVESTMENTS, OWNERSHIP, Essential Strategies, CHANGE, COMPETITION, ORIGINALITY, POSITIONING, USERS, RESEARCH, COMMITMENT, TOUCHPOINTS, SYSTEMS, INSPIRATION, PURPOSE, Brand Audits, 217, Curriculum for Educators, 220, Acknowledgments, 24, Contributors, 227, CHAPTER 1 Essential Tools The brand levers outlines in this chapter will be the most familiar to creative teams, however, everyone has an opinion about them. They often involve aesthetic judgments about brand expression. Rather than viewing them as entirely subjective opinions, designers see them as creative tools. Leaders can make better decisions when they understand the palette of brand tools. Brand builders can encourage teams to dig deeper and guide choices based on strategy. IMAGE COLOR TYPOGRAPHY SHAPE CONTRAST DIMENSION SYMBOLS VOICE CONSISTENCY STORY TIME 1 Illustrative logos Logos can be pictures and can cover quite a range of meaning. Some literally illustrate a product or service. Others symbolically represent an idea or metaphor related to an organization's mission. The more literal an illustrative logo is, the less work a potential customer needs to do to interpret it. If your client is a dentist, and you create a logo for her practice that resembles a toothbrush, her logo functions like a highway sign. It says, "This is the dentist, not the restaurant." The meaning is clear but limited. Sometimes, an illustration can be concrete while its meaning remains abstract. Apple provides the classic example of an illustrative logo with its meaning left open for interpretation. Apple doesn't sell apples, but you wouldn't know that from its logo — a stylized image of an apple with a bite taken out of it. The Apple logo serves as a symbol or metaphor — knowledge, forbidden fruit, or the discovery of gravity. Its meaning is indirect but wide open. 2 Visual style A strong visual style can come from an artistic vision, but sometimes brand builders overlook the obvious. Keep in mind that art and design serve different purposes. Brands need to communicate directly with a specific group of people. When developing the photography or illustration style for a brand program, you don't need to trade clarity for sophistication. A lot of programs flounder by using sophisticated, yet unclear, imagery. Fall into this trap, and you fail to communicate anything. Simply paying attention