Summary & key ideas Designing Brand Identity

Designing Brand Identity is the practical handbook of the group – less theory, more process. Alina Wheeler and Rob Meyerson walk through how identity work actually runs, from research to rollout, with a large collection of documented cases.

Designing Brand Identity summary: the key ideas

• Identity is a process, not an artefact. Research, strategy, design, touchpoints, governance.
• Naming and architecture come before design. Most identity problems turn out to be structural.
• Rollout decides the outcome. Guidelines nobody can apply are worth nothing.

Why we keep it on the shelf: it is the reference we hand to teams who need to see what a well-run identity project looks like from end to end.