Branding in Five and a Half Steps
Michael Johnson has become one of the world’s best-known graphic designers and brand consultants following work by his agency, Johnson Banks, for many notable clients, such as Virgin Atlantic, Think London, BFI, Christian Aid and MORE TH>N. In Branding in Five and a Half Steps, he strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over the other.
The first part of the book shows how the birth of a brand begins – explaining how to identify the missing gap in the market and not just focus on the visual solution. Johnson proceeds to unveil hidden elements involved in devising a successful brand, covering both typography and language. This wealth of knowledge is accompanied by more than 1,000 images and illustrations of the world’s most successful identity systems, as well as generic templates to help further your own process.