000			04128cam a2200373 i 4500
001			17222940
005			20230528003459.0
008			120322r20112010nyua b 001 0 eng d
010			_a 2012372122
020			_a9781846683022 _qpaperback
040			_aDLC _beng _cDLC _erda _dEG-CaTKH
042			_apcc
050	0	0	_aZ250 _b.G228 2011
082	0	0	_a686.224 GA.J 2011 _223
100	1		_aGarfield, Simon, _eauthor.
245	1	0	_aJust my type : _ba book about fonts / _cSimon Garfield.
250			_aPaperback edition.
264		1	_aLondon : _bProfile, _c2011.
300			_a352 pages : _billustrations ; _c20 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_a"First published in 2010 by Profile Books"--Title page verso.
504			_aIncludes bibliographical references (pages 332-334) and index.
505	0		_aMachine generated contents note: ch. 1 Branding Basics -- Consumer culture -- why do we buy? -- What is a brand? -- Why do we brand? -- How does branding work? -- The history of branding -- How are things changing? -- The future for brands -- Maintaining beloved brand status -- Case study: Uniqlo -- ch. 2 Brand Anatomy -- Logos -- Case study: Eurostar -- Straplines/taglines -- Appealing to the senses -- Brand architecture -- Brand families -- Internal and external branding -- Branding terminology -- ch. 3 Brand Strategy -- Standing out from the crowd -- Unique selling point (USP) -- Semiotics -- Exercise: Brand analysis -- Case study: Apple Mac -- Semiotic toolbox -- Case study: Milka chocolate -- Naming brands -- Exercise: Creating a mood board -- The use of emotion -- Brand personality -- Target marketing and brand positioning -- Brand revolutions -- Cultural branding -- Rebranding -- Case study: Lucozade -- Trend forecasting and analysis -- Brand failures -- Brand ethics -- Note continued: ch. 4 The Design Process -- Why use a design process? -- How does the design process work? -- The stages of the design process -- The design team -- The creative process -- The design process in the academic environment -- Exercise: Student exercises -- ch. 5 Research -- Why do we need to research? -- Research methods -- Researching the audience -- The use of social media in research -- Case study: Proctor and Gamble -- Visual research boards -- Exercise: Designing a consumer-profile board -- Other forms of research -- ch. 6 Analysis -- Defining the USP -- Market sector analysis -- Product category analysis -- Competitor brand analysis -- Exercise: Conducting a simple competitor brand analysis -- Analyzing the brand environment -- Case study: Fazer cafe -- Future forecasting -- Analysis of data and interpreting opportunities -- Exercise: Designing visual analysis boards -- Brand creation strategies -- Research and analysis in an educational setting -- Note continued: ch. 7 Concept Development -- Inspiration -- The big idea -- Visualizing and analyzing inspiration -- Initial concept ideas -- Organizing your source material -- ch. 8 Delivering the Final Design -- Choosing the best concept -- Exercise: How to develop an assessment strategy -- Final refinements -- Presentation materials -- Designing effective communication boards -- Digital versus print presentations -- The client presentation -- Testing the final brand identity -- Design development -- Launching the brand identity -- Beyond delivery.
520			_aCreating a Brand Identity is a fascinating and complex challenge for the graphic designer. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. This book is an introduction to this multifaceted process. It illustrates brand identities from around the world.
650		0	_aType and type-founding _xHistory.
650		0	_aType and type-founding _vMiscellanea.
906			_a7 _bcbc _corigcop _d2 _encip _f20 _gy-gencatlg
942			_2ddc _cBK
998			_ahuda.mahmoud _bM _d20220607
998			_amona.romia _bR _d20220608
999			_c402 _d402