Available now from Rockport Publishers. Includes 300 illustrations.

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Logos, Identities, Brands...What's the difference?


"A model of clarity in a field that rarely has any."

– Ralph Caplan, legendary design author



"I've shared Brand Identity Essentials with many at Amway to help them understand the critical role of design in brand-building. It's one of the best books I've seen on creating brand identity: harnessing the power of color, shape, pattern and other design components to create visual symbols for brands."

– Candace Matthews, Chief Market Officer, Amway



"Among a sea of brand identity literature, Brand Identity Essentials stands out through its organization, creativity, and practical explanations of design principles. Great for professionals, students, visual junkies, and brand managers."


– brandchannel.com

Design terms are too often used inconsistently, leading to confusion for designers as well as clients. Contrary to common usage, the words "logo," "identity," and "brand" are not interchangeable.

Brand Identity Essentials lays a foundation for brand-building, defining the tools and building blocks, and illustrating the construction of strong brands through examples of world-class design.

  • A one-stop reference for connecting visual design elements for logos to branding concepts.
  • Explores S/M/L (small, medium, and large) dynamics of identity design: graphic identities, identity programs, brand identities.
  • Demonstrates core identity design principles through a clear organizational structure and a variety of sources and examples.


Brand Identity Essentials celebrates well-executed brand programs as well as really great marks.

Read the introduction >

100 Principles for Designing Logos and Building Brands

Dimension
 
Personalization
 
Psychology
 
Digital Identity
 
Trends
 
Social Media
 
Intellectual Property
 
Documentation
 
Competition
 
Originality
 
Authenticity
 
Inspiration
 
Simplicity
 

Among a sea of brand literature, it stands out through organization, creativity, and practical explanations of design principles.

Brand Channel

Got some books the other day. They look really great. Thanks for thinking of us and including us.

Erik Cox, C2

Great job guys! – beautiful projects and layout, and insightful write-ups.

Peter Crnokrak, THE LUXURY OF PROTEST

I have the book and it looks great.

Joe Miller, Joe Miller’s Company

Just ordered my copy! I'm very excited to receive it and share it around the office.

Ryan Fitzgibbon, IDEO

How long until you have ALL 100 PRINCIPLES (yikes) online? That seems like an insane project. You design book writers are insane.

Eric Heiman, VOLUME, INC.

One of the best books I've seen on building brand identity: harnessing the power of color, shape, pattern to create visual symbols for brands.

Candace Matthews, Amway

Can't wait to dig into it. Let me take you out for drinks when I am in town.

Jeremy Frechette, JEREMY FRECHETTE PHOTOGRAPHY

Brand Identity Essentials by Peopledesign is an amazing collection of brand programs. We're proud to be included.

Liska+Associates

Great for professionals, students, visual junkies, and brand managers.

Brand Channel

The book is awesome. I'm proud to be a part of it. And I really like how you guys are promoting it.

Einar Gylfason, Ó!

I read Brand Identity Essentials this weekend and I loved it. Nice work!

Brian Swets, COMPUCRAFT

Thank you so much for including one of our logos in your book. We are all very happy about it.

Julia McGreevy, LIPPINCOTT

It's a beautiful idea and website! Thank you very much!

Boris Ljubicic, STUDIO INTERNATIONAL

GREAT book! Did I tell you that?

Ethel Kessler, KESSLER DESIGN GROUP

This is a great website. Looking forward to seeing it filled out.

Adam Brodsley, VOLUME, INC.

What do you think?
As seen in

Fast Company's Design Blog
Rapid Growth Media

Includes work from great firms like these:

View full list of contributors