Visual Identity

Brands, companies, and organizations, much like people, have personalities, and most of what we know and think about their personalities comes through visual identity. A visual identity is the strategically planned and purposeful presentation of the brand or organization in order to gain a positive image in the minds of the public, including - but not limited to - its name, logo, tagline, color palette and architecture, and even sounds. This practical guide explores visual identity from an organizational brand perspective (corporate, non-profit, etc.), rather than a product brand perspective. It not only helps readers to understand the meaning and value of an organization's visual identity, but also provides hands-on advice on how to promote and protect the identity. Each chapter draws from current research and also contains real-world examples and case studies that illustrate the key concepts. Part 1 Promotion of Visual Identity; Chapter 1 Introduction to Basic Concepts; Chapter 2 Communicating a Visual Identity; Chapter 3 Developing and Launching a New Visual Identity; Chapter 4 Changing an Existing Visual Identity; Part 2 Protection of Visual Identity; Chapter 5 Research as Protection; Chapter 6 Beyond the Law; Chapter 7 Trademark Law; Chapter 8 Copyright Law;