Michael Johnson is one of the world's leading graphic designers and
brand consultants. His studio, johnson banks, is responsible for
the rebranding of many notable clients, including Virgin Atlantic,
Think London, BFI, Christian Aid, and MORE TH>N, and he has
garnered a plethora of awards in the process. In Branding, Johnson
strips everyday brands down to their basic components, with case
studies that enable us to understand why we select one product or
service over another and allow us to comprehend how seemingly
subtle influences can affect key life decisions. The first part of
the book shows how the birth of a brand begins not with finding a
solution but rather with identifying the correct question the
missing gap in the market to which an answer is needed. Johnson
proceeds to unveil hidden elements involved in creating a
successful brand from the strapline that gives the brand a
narrative and a purpose to clever uses of typography that unite
design and language. With more than 1,000 illustrations showcasing
the world's most successful corporate identities, as well as
generic templates enabling you to create your own brand or ad with
ease, Branding explores every step of the development process
required to create the simplest and most immediately compelling
brands.
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