Brand Identity Framework

100 Principles for Building Brands

100 Brand Principles

Brand Levers
Brand Actions

B A S I C S

 
 


P A T T E R N S

 
 

P H I L O S O P H Y

Essential Tools

Image

Color

Typography

Shape

Contrast

Dimension

Symbols

Voice

Consistency

Story

Time


 

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

Psychology

Wit

Trends

Media

Personalization

Process

Prototyping

Multiples

Standards

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

Essential Strategies

Change

Competition

Originality

Positioning

Users

Research

Commitment

Touchpoints

Systems

Inspiration

Purpose

 

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

Download this framework as a PDF.
This framework is from Brand Identity Essentials, now in its second edition. You can buy the book and download our Brand Curriculum and Brand Audit template.

“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.