Hamid Ghodse
Gower
Hardback
278
2005
Mark Rowden's first book The Art of Identity (2001) was internationally recognized as a seminal work on the creation and definition of corporate identity.This new much-revised and extended edition simply titled Identity offers further crucial knowledge about how to integrate identity into the wider commercial and financial objectives of the organization.Rowden's radical approach dispenses with common branding misconceptions and explains how to interrogate your strategy and objectives as never before through the relative weighting of three key 'averages': product distribution and identity. He demonstrates how by re-examining market position and values on this basis you can redefine the content and focus of your identity grading all visual and behavioural communications - an approach called show tell do - into critical priorities and then distill key values into firmwords against which all communications can be rapidly focused as well as measured.The real examples in this book demonstrate firmwords in action. Later chapters illustrate issues of style colour names logos typefaces structure and how the challenges of fashion can be met. Identity also argues a new methodology for managing the creative process between the organization and its creative suppliers.
Gower
Hardback
278
2005
Mark Rowden's first book The Art of Identity (2001) was internationally recognized as a seminal work on the creation and definition of corporate identity.This new much-revised and extended edition simply titled Identity offers further crucial knowledge about how to integrate identity into the wider commercial and financial objectives of the organization.Rowden's radical approach dispenses with common branding misconceptions and explains how to interrogate your strategy and objectives as never before through the relative weighting of three key 'averages': product distribution and identity. He demonstrates how by re-examining market position and values on this basis you can redefine the content and focus of your identity grading all visual and behavioural communications - an approach called show tell do - into critical priorities and then distill key values into firmwords against which all communications can be rapidly focused as well as measured.The real examples in this book demonstrate firmwords in action. Later chapters illustrate issues of style colour names logos typefaces structure and how the challenges of fashion can be met. Identity also argues a new methodology for managing the creative process between the organization and its creative suppliers.