Designing Identity

Reviewed by Shuang Gan

Design Identity: Graphic Design as a Business Strategy is a very helpful book about graphic design. First it talks about logo. The effectiveness of a logo depends on distinctiveness, visibility, useability, memorability, universality, durability and timelessness. Second, it talks about a principles-based communications system to establish a global brand. The system comprises three major components: elements that digital owned, focused approaches to writing, design, typography, color and awareness and tactical training at all level to build consistency over time. Third, it talks about a unique combination of positioning and design—entertainment. Diversification, whether through endorsing additional areas of commerce or creating new brands has long been a hallmark of economic success. Fourth, it talks about community-minded goals enhance an architectural statement. Rethinking, repositioning, and redesigning have time and again been a simple formula for success.