The ultimate step-by-step visual guide to creating a successful brand, using contemporary brand identities as prototypes
Michael Johnson is among the world’s best brand consultants and graphic designers. Johnson Banks’s studio has helped many well-known clients rebrands, such as Virgin Atlantic, Think London, BFI, and Christian Aid. In the process, he won a lot of awards.
In Branding, Johnson breaks down common brands into their most essential parts. He does this with case studies that help us understand why we choose one product or service over another and how seemingly small factors affect important life choices. The book’s first part shows that creating a brand doesn’t start with finding a solution but with figuring out what the right question is—the missing gap in the market—that needs an answer. Johnson then reveals the hidden parts of a successful brand, such as the strapline, which gives the brand a story and a purpose, and clever uses of typography that combine design and language.
Branding looks at every step of the development process to make the most specific and immediately appealing brands. It has more than 1,000 colourful illustrations of the world’s most successful corporate identities and generic templates that make it easy to make your brand or ad.
More than a thousand colour pictures
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