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Branding: In Five and a Half Steps, by Michael Johnson
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The ultimate step-by-step visual guide to creating a successful brand, using contemporary brand identities as prototypes
Michael Johnson is 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.
In Branding, Johnson strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions. The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question―the missing gap 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- Sales Rank: #30880 in Books
- Published on: 2016-11-15
- Released on: 2016-11-15
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 1.60" w x 8.50" l, .0 pounds
- Binding: Hardcover
- 320 pages
About the Author
Michael Johnson set up johnson banks in 1992. Since then, he has received dozens of design awards. He is also the author of Problem Solved.
Most helpful customer reviews
5 of 5 people found the following review helpful.
The best reference on branding I've ever seen — with accurate ...
By sss
The best reference on branding I've ever seen — with accurate and updated information on everything from Supreme to Hillary Clinton's campaign for president this year.
Includes concrete steps, thought processes, and workflows for anyone looking to do branding work for clients or themselves. I am especially enjoying the graphs where he positions multiple brands against each other to facilitate discussion on where you might want to position a brand in that same space.
This book should find a home on anyone's shelf that's involved in the profession of design. Invaluable and a future classic.
1 of 1 people found the following review helpful.
One of the best books on process I've read.
By Darian Rosebrook
This book is what I was looking for when trying to understand my role as a brand identity designer.
Michael goes through current, (very current) examples on what steps are being used by which companies and his references are current in the back of the book too.
It's well illustrated and clear to read. I think it would be a good addition to bettering your process as a designer.
0 of 0 people found the following review helpful.
he loved it.
By AJB
Bought this for my designer brother in law for Christmas, he loved it.
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