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This version of Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for creating brands today in a handy, condensed take-along format. *Winner of the 2023 American Graphic Design Award for Book Design from Graphic Design USA* Richly illustrated and easy to navigate , this comprehensive reference pairs clear one-page explanations of each principle with visual examples of it applied in practice on the facing page. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions. …mehr
This version of Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for creating brands today in a handy, condensed take-along format.
*Winner of the 2023 American Graphic Design Award for Book Design from Graphic Design USA*
Richly illustrated and easy to navigate, this comprehensive reference pairs clear one-page explanations of each principle with visual examples of it applied in practice on the facing page. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions.
Featured principles are as diverse as:
Authenticity
Social Responsibility
World Building
Gatekeepers
Rituals and routine
Each principle is presented in a two-page format. The first page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Sidenotes appear with the text, and provide elaborations and references. The second page contains visual examples and related graphics to support a deeper understanding of the principle.
The titles in the Rockport Universal series offer comprehensive and authoritative information and edifying and inspiring visual examples on multidisciplinary subjects for designers, architects, engineers, students, and anyone who is interested in expanding and enriching their design knowledge.
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Autorenporträt
Mark Kingsley got his start in the music industry, designing packages for the likes of John Coltrane, Pat Metheny, Quincy Jones, Ginger Baker, and Jewel. In 2001, his work for Blue Note Records received a Grammy nomination. Mark then transitioned into the world of corporate branding. At Landor, he was the global creative lead on the Citi account, and as executive strategy director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. His boutique studio, Malcontent, serves independent filmmakers, global advertising firms, fintech startups, arts organizations, living legends, and Pulitzer Prize winners. Mark teaches at the School of Visual Arts Masters in Branding program and recently held the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. He is currently head of brand for the fashion brand Oumlil.
Inhaltsangabe
1. Abstraction 2. Anthropology / Ethnography 3. Association 4. Authenticity 5. Bandits and robots 6. Beauty, not beautification 7. The Big Five 8. Black box or scientific method 9. Blurring 10. Body of work 11. Brand architecture 12. Brands are a technology 13. Branded Unconscious 14. Campaigns 15. Case studies 16. Celebrities 17. Character 18. Comfort 19. Commit to the bit 20. Conflict 21. Context 22. Crafty creativity 23. Customer journey 24. Delivery 25. Difference and Différance 26. Digital to social strategist 27. Disaggregated data 28. Do no harm 29. Don’t fear the audit 30. Ecosystem 31. Engagement 32. Environment/Anti-environment 33. Erotics of brands 34. Everybody lives in a body 35. Everyone works in branding 36. Flexing 37. Frameworks 38. Framing 39. Gathering (and dividing) 40. Generosity (and humility) 41. Go outside your lane 42. Haptics 43. Hearing voices 44. History and genealogy 45. Heterogeneity 46. How you say it 47. Identity 48. Influencers are a racket 49. Intimacy 50. Jargon (and fear) 51. Jungian-ish archetypes 52. Kill the Human 53. Let's put on a show 54. Magic and superstition 55. Management 56. The Master Narrative Problem 57. Mystery is sexy 58. Naming is knowing 59. No such place as “away” 60. Nostalgia 61. Observation 62. One ______ fallacy 63. Out of Home, but in the Mind 64. Parody is a sign of success 65. Party people 66. Permission 67. Playtime 68. Politics 69. Professionalism second 70. Relationships 71. Render unto Caesar 72. Repair and age 73. Repetition and syncopation 74. Retinal / non-retinal 75. Rituals and routine 76. Scoping 77. Semantic infiltration 78. Signals 79. Skepticism 80. Social Responsibility 81. Standards 82. Strategy 83. Tag, you’re it 84. Take me home 85. Talk to the gatekeepers 86. Taste the rainbow 87. Tension 88. Thinking over wisdom 89. Time 90. Touchpoints 91. Values 92. Valuation 93. Viruses and variants 94. War Language 95. Weakest link 96. What if your logo was a drum pattern? 97. What is the product? 98. World-building 99. You are not a brand 100. Zany, cute and informative
1. Abstraction 2. Anthropology / Ethnography 3. Association 4. Authenticity 5. Bandits and robots 6. Beauty, not beautification 7. The Big Five 8. Black box or scientific method 9. Blurring 10. Body of work 11. Brand architecture 12. Brands are a technology 13. Branded Unconscious 14. Campaigns 15. Case studies 16. Celebrities 17. Character 18. Comfort 19. Commit to the bit 20. Conflict 21. Context 22. Crafty creativity 23. Customer journey 24. Delivery 25. Difference and Différance 26. Digital to social strategist 27. Disaggregated data 28. Do no harm 29. Don’t fear the audit 30. Ecosystem 31. Engagement 32. Environment/Anti-environment 33. Erotics of brands 34. Everybody lives in a body 35. Everyone works in branding 36. Flexing 37. Frameworks 38. Framing 39. Gathering (and dividing) 40. Generosity (and humility) 41. Go outside your lane 42. Haptics 43. Hearing voices 44. History and genealogy 45. Heterogeneity 46. How you say it 47. Identity 48. Influencers are a racket 49. Intimacy 50. Jargon (and fear) 51. Jungian-ish archetypes 52. Kill the Human 53. Let's put on a show 54. Magic and superstition 55. Management 56. The Master Narrative Problem 57. Mystery is sexy 58. Naming is knowing 59. No such place as “away” 60. Nostalgia 61. Observation 62. One ______ fallacy 63. Out of Home, but in the Mind 64. Parody is a sign of success 65. Party people 66. Permission 67. Playtime 68. Politics 69. Professionalism second 70. Relationships 71. Render unto Caesar 72. Repair and age 73. Repetition and syncopation 74. Retinal / non-retinal 75. Rituals and routine 76. Scoping 77. Semantic infiltration 78. Signals 79. Skepticism 80. Social Responsibility 81. Standards 82. Strategy 83. Tag, you’re it 84. Take me home 85. Talk to the gatekeepers 86. Taste the rainbow 87. Tension 88. Thinking over wisdom 89. Time 90. Touchpoints 91. Values 92. Valuation 93. Viruses and variants 94. War Language 95. Weakest link 96. What if your logo was a drum pattern? 97. What is the product? 98. World-building 99. You are not a brand 100. Zany, cute and informative
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