A lot has been written about brands, but brand builders often lack the structure and approach to make a difference. Brand Identity Essentials lays a foundation for brand building, defining the tools and illustrating the construction of strong brands through examples of world-class design. Making a brand great is easier said than done. Brand Identity Essentials is a guide for leaders, managers, and makers who build brands.

This second edition is a major revision of the first, featuring hundreds of new images and content.

• For designers: The Brand Identity Framework—a one-stop reference for connecting design elements to strategic branding concepts.
• For educators: Course curriculum for teaching the fundamentals of brand building, including learning the tools and building blocks for branding, aligning aesthetic choices with strategy, and building robust brand programs.
• For brand managers: Brand audit checklists, including a review of brand basics, how your brand is being applied, and a look into brand thinking.
• For everyone: Core brand design principles demonstrated through a clear organization and a variety of sources and examples from design leaders including Alan Cooper, Artefact, Collins, Design Army, Multiple, Pentagram, and many others.