Peopledesign
Brand Identity Framework:
100 Principles for Building Brands
100 Brand Principles
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B A S I C S
P A T T E R N S
P H I L O S O P H Y
1. Illustrative logos
4. Color choices
7. Logotypes
10. Logo forms
13. Contrast in composition
16. Logos in real life
19. Cultural symbols
22. The name game
25. Lay a foundation
28. Set the stage
31. Each moment matters
2. Visual style
5. Applied color
8. Type choices
11. Graphic patterns
14. Contrasting elements
17. Physical space
20. Symbol systems
23. Editorial style
26. Flexible systems
29. Consider each scene
32. Total time
3. An aesthetic niche
6. Color signals
9. Type and meaning
12. Shape meaning
15. Get different
18. A sense of place
21. Brand as symbols
24. Brand voice
27. Staying on brand
30. Brand narratives
33. Opportunity cost
Essential Decisions
Wit
Trends
Media
Personalization
Process
Prototyping
Multiples
Investments
Ownership
34. Understand your customer
37. A reason to smile
40. Watch trends
43. New opportunities
46. Business of crowds
49. Generate ideas
52. Making to think
55. Brand clarity
58. Graphic specifications
61. Do the right thing
64. Protect trademarks
35. Deliver an experience
38. Fun with programs
41. Relevant programs
44. The right channel
47. Bend without breaking
50. Develop good filters
53. Failing is learning
56. Brand layer cake
59. Application rules
62. Economy of templates
65. Iconic value
36. Brand psychology
39. Stay human
42. Macro trends
45. Medium is the message
48. Customers own the brand
51. Support the strategy
54. Prototype iteration
57. Managing multiple brands
60. Brand bibles
63. Walk the talk
66. Own an aesthetic
68. Evolve with customers
71. Program differentiation
74. Take chances
77. Stake a claim
80. Users versus markets
83. Embrace constraints
86. Confident programs
89. Customer perspective
92. Look for connections
95. Work the problem
98. Behavior and belief
67. Logo lifecycles
70. Know competitors
73. Seek timelessness
76. Identify your customer
79. Customers are people
82. Do your homework
85. Stick with a good idea
88. Interactions are opportunities
91. Identify all the parts
94. Look for ideas everywhere
97. Design consequences
69. Plan for change
72. Competitive position
75. Dial into human needs
78. Make tough choices
81. Universal design
84. Key insights
87. Decisive brands
90. Experience planning
93. Inputs and outputs
96. Inspiration in context
99. Net effect
100. Keep it simple
“Brand Identity Essentials, Revised and Expanded” by Kevin Budelmann and Yang Kim, published by Rockport Publishers, an imprint of The Quarto Group. Copyright © 2010, 2019 Quarto Publishing Group USA Inc. All rights reserved.