Branding in Five and a Half Steps
Michael Johnson is a top graphic designer and brand consultant in the globe. Johnson Banks, his studio, has rebranded a number of well-known clients, including Virgin Atlantic, Think London, BFI, Christian Aid, and MORE TH>N, and has won several accolades in the process.
In Branding, Johnson breaks down daily brands into their most basic components, using case studies to help us understand why we choose one product or service over another, as well as how seemingly little factors may impact major life decisions. The first section of the book demonstrates how the creation of a brand begins with recognizing the proper question—the missing gap in the market—to which a response is required, rather than with finding a solution. From the strapline, which provides the brand a narrative and a purpose, through smart typographic applications that link design and language, Johnson proceeds to reveal hidden factors involved in developing a great brand.
Branding explores every step of the development process required to create the simplest and most immediately compelling brands, with over 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.
