By Debbie Millman

ISBN-10: 159253726X

ISBN-13: 9781592537266

Brand Bible is a complete source on model layout basics. It appears to be like on the impacts of contemporary layout going again via time, offering a brief anatomical evaluate and examines model remedies and events in layout. You'll examine the stairs essential to improve a profitable model method from defining the emblem attributes and assessing the contest, to operating with fabrics and proprietors, and the entire steps in among. the writer, who's the president of the layout staff at Sterling manufacturers, has overseen the design/redesign of significant manufacturers together with Pepsi, Burger King, Tropicana, Kleenex, and lots of extra.

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Extra resources for Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands

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From this informal rite of turn-of-the-century commerce would emerge an idea that would forever change branded consumer goods. Original Procter & Gamble trademark, 1879 Following the lead of certain key innovators— National Biscuit Company (later Nabisco) among them, with its Uneeda Biscuit—manufacturers started to put their offerings in small packages, and consumers started buying these prepackaged goods instead of buying from bulk containers. Product labels, complete with promotional text and imagery, began to appear, as did the iconic symbols that helped to identify and convey the brand sensibility.

Using his unique methodology, Wedgwood would research a material or design, quickly create a prototype to test it, and then craft his findings into new wares. With this approach, Wedgwood spearheaded innovations that are now taken for granted but were evolutionary for the time. Among them: He created an assembly line approach to production, where individuals specialized in one aspect of the production process. He noticed that pottery was typically designed, produced, and stored without any kind of consistency in sizing, which meant that pieces couldn’t be stacked; to avoid this and to standardize sizes, he chose to use molds instead of relying on the vagaries of the potter’s wheel.

Pemberton’s business partner, Frank Robinson, suggested the name Coca-Cola, remarking that he thought the two capital Cs would look good together in advertisements. To prove his point, he drew up the logo in an elaborate Spencerian script, which was in vogue at that time, and the legendary logo was born. Pemberton patented his concoction in 1887, but it wasn’t until 1893, after he sold the company to Asa Chandler, that the words and logo were trademarked. Chandler was an astute businessman and marketed his product relentlessly, both through advertisements and an early form of promotional swag: He affixed his logo to all manner of items, from clocks to calendars and serving trays.

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Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands by Debbie Millman

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