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Identity Designed: The Definitive Guide to Visual Branding
Ideal for students of design, independent designers, and entrepreneurs who want to expand their understanding of effective design in business, Identity Designed is the definitive guide to visual branding.
Written by best-selling writer and renowned designer David Airey , Identity Designed formalizes the process and the benefits of brand identity design and includes a substantial collection of high-caliber projects from a variety of the world’s most talented design studios .
You’ll see the history and importance of branding , a contemporary assessment of best practices , and how there’s always more than one way to exceed client expectations . You’ll also learn a range of methods for conducting research, defining strategy, generating ideas, developing touchpoints, implementing style guides, and futureproofing your designs. Each identity case study is followed by a recap of key points.
The book includes projects by Lantern, Base, Pharus, OCD, Rice Creative, Foreign Policy, Underline Studio, Fedoriv, Freytag Anderson, Bedow, Robot Food, Together Design, Believe in, Jack Renwick Studio, ico Design, and Lundgren+Lindqvist.
Identity Designed is a must-have, not only for designers, but also for entrepreneurs who want to improve their work with a greater understanding of how good design is good business .
Written by best-selling writer and renowned designer David Airey , Identity Designed formalizes the process and the benefits of brand identity design and includes a substantial collection of high-caliber projects from a variety of the world’s most talented design studios .
You’ll see the history and importance of branding , a contemporary assessment of best practices , and how there’s always more than one way to exceed client expectations . You’ll also learn a range of methods for conducting research, defining strategy, generating ideas, developing touchpoints, implementing style guides, and futureproofing your designs. Each identity case study is followed by a recap of key points.
The book includes projects by Lantern, Base, Pharus, OCD, Rice Creative, Foreign Policy, Underline Studio, Fedoriv, Freytag Anderson, Bedow, Robot Food, Together Design, Believe in, Jack Renwick Studio, ico Design, and Lundgren+Lindqvist.
Identity Designed is a must-have, not only for designers, but also for entrepreneurs who want to improve their work with a greater understanding of how good design is good business .
288 pages, Hardcover
Published January 22, 2019
84 people are currently reading
861 people want to read
About the author
David Airey
4 books130 followersAn independent graphic designer specialising in logos and visual identities, with books to help design students, graphic designers, and those with something to sell.
www.davidairey.com/books
www.davidairey.com/books
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Displaying 1 - 21 of 21 reviews
February 10, 2021
I loved this book. As someone who is investigating whether design is an industry I’m interested in pursuing, this book gave great insight and examples into the creative processes, design principles, and brand identity. Will recommend this book strongly to ANYONE who has even the slightest interest in the design industry
April 6, 2019
I actually requested this book from NetGalley to try to get a better handle on what my wife's career actually entails. Curently, she's a Visual Information Specialist for a large Federal government agency, and has been working on the national branding campaign for them for the past two years. (Previously in her career, she worked in advertising and was responsible for the branding of many corporations).
I began to read the book, and was surprised at how easily understandable it was. The author follows several case studies in branding. He explains what the process is, from the beginning to the end. I really enjoyed the book, and came away with a deeper understanding of what my spouse does.
BUT...my experiences paled in comparison to her's, when she got her hands on the book. She devoured it, staying up late for several nights reading it. In the morning, I found a notebook that she wrote pages and pages of notes and ideas on. It actually reinvigorated her on her latest project.
So, I guess if someone with 25+ years of experience can get excited about the book, that must be a great testimonial to it!
I began to read the book, and was surprised at how easily understandable it was. The author follows several case studies in branding. He explains what the process is, from the beginning to the end. I really enjoyed the book, and came away with a deeper understanding of what my spouse does.
BUT...my experiences paled in comparison to her's, when she got her hands on the book. She devoured it, staying up late for several nights reading it. In the morning, I found a notebook that she wrote pages and pages of notes and ideas on. It actually reinvigorated her on her latest project.
So, I guess if someone with 25+ years of experience can get excited about the book, that must be a great testimonial to it!
May 31, 2019
David delivers once again. With top international agencies giving a refreshingly transparent and comprehensive look behind the curtain of their identity design process, strategic direction and client interactions, this is a can’t miss investment for designers and entrepreneurs alike. One of those iconic resources destined to maintain its relevancy 100 years and beyond.
March 28, 2020
Excellent read for Agency owners starting, or developing the business.
You will learn what top creative agencies around the world from Asia to Europe to America are doing from the first interview with the potential client, the creative process for the Visual Identity and finally how they get more clients after the project is done.
This helped me shape my Agency.
You will learn what top creative agencies around the world from Asia to Europe to America are doing from the first interview with the potential client, the creative process for the Visual Identity and finally how they get more clients after the project is done.
This helped me shape my Agency.
April 10, 2024
It's one of must read for everyone who is part of design or marketing field. It shows different perspective of different studios how work is handled and how each studio tackle problem differently along with stand it emphasize on how a good design process can actually be done with real life case studies
May 12, 2022
4.5 STARS
*A review copy was provided by Edelweiss in exchange for an honest review.
Incredible. Brilliant case studies from design agencies, using great storytelling to explain their thought processes, business operations, decisions and lessons learnt.
I started this not knowing what to expect, but I came out having some ideas and knowledge of how to run a design business and what mistakes to avoid. It showed me insight into how some companies ran, and also provided some details on payment, contracts and terms and conditions, things I’ll need to know should I get into freelancing or running an agency in the future.
While I may never work in or with these agencies, I’ve gained a huge respect for them and the way they work. Lantern for explaining how they’ve designed their terms and conditions so we’ll know what to watch out for, Base for involving multiple departments in a meeting, checking in with their employees and building empathy, Pharus for shifting and reframing the way I see pro bono clients as a chance to explore in creativity without any financial worries... and that’s just the tip of the iceberg.
However, somewhere halfway through the many case studies/interviews, it gets a little expected. The projects and outcomes are different, of course, But it generally overlaps, with little slivers of new perspectives. Still, it’s recommended that you read each one since they each have their interesting points.
*A review copy was provided by Edelweiss in exchange for an honest review.
Incredible. Brilliant case studies from design agencies, using great storytelling to explain their thought processes, business operations, decisions and lessons learnt.
I started this not knowing what to expect, but I came out having some ideas and knowledge of how to run a design business and what mistakes to avoid. It showed me insight into how some companies ran, and also provided some details on payment, contracts and terms and conditions, things I’ll need to know should I get into freelancing or running an agency in the future.
While I may never work in or with these agencies, I’ve gained a huge respect for them and the way they work. Lantern for explaining how they’ve designed their terms and conditions so we’ll know what to watch out for, Base for involving multiple departments in a meeting, checking in with their employees and building empathy, Pharus for shifting and reframing the way I see pro bono clients as a chance to explore in creativity without any financial worries... and that’s just the tip of the iceberg.
However, somewhere halfway through the many case studies/interviews, it gets a little expected. The projects and outcomes are different, of course, But it generally overlaps, with little slivers of new perspectives. Still, it’s recommended that you read each one since they each have their interesting points.
March 14, 2019
One of the best books on Identity design process!
Many graphic design books serve to showcase brilliant design projects with wide-ranging applications, but few share the real backstories behind them. David Airey's book, "Identity Designed" serves that need. While arranged in a somewhat standardized Q&A form, the different kind of firms sharing their experiences run from small to large, with brand projects for non-profits, cultural events and international corporations.
It's clear that having good communication and some kind of outlined process is vital to manage any kind of brand identity assignment. Yet, as many case studies demonstrate, no project is safe from the vulnerabilities that can occur regardless of business experience or number of people involved in keeping things running smoothly. Admirably, each case study and firm share many informative and effective visuals, while opening up with a refreshing transparency in how they run projects, billing, client relationships and key tips or strategies to avoid problems down the road.
Similarly to Mike Monteiro's excellent "Design is a Job" or Eric Karjaluoto's "The Design Method", David AIrey has created another MUST KEEP design reference that feels like a mentor in book form. Definitely recommended for all professional designers (especially freelance or small design businesses) and worth re-reading time and again.
Many graphic design books serve to showcase brilliant design projects with wide-ranging applications, but few share the real backstories behind them. David Airey's book, "Identity Designed" serves that need. While arranged in a somewhat standardized Q&A form, the different kind of firms sharing their experiences run from small to large, with brand projects for non-profits, cultural events and international corporations.
It's clear that having good communication and some kind of outlined process is vital to manage any kind of brand identity assignment. Yet, as many case studies demonstrate, no project is safe from the vulnerabilities that can occur regardless of business experience or number of people involved in keeping things running smoothly. Admirably, each case study and firm share many informative and effective visuals, while opening up with a refreshing transparency in how they run projects, billing, client relationships and key tips or strategies to avoid problems down the road.
Similarly to Mike Monteiro's excellent "Design is a Job" or Eric Karjaluoto's "The Design Method", David AIrey has created another MUST KEEP design reference that feels like a mentor in book form. Definitely recommended for all professional designers (especially freelance or small design businesses) and worth re-reading time and again.
February 26, 2019
In contrast to many other books dealing with branding and corporate identity, this book deals with the origins of branding.
Case studies with practical relevance provide the readers with an excellent opportunity to immerse themselves into the subject area. The individual case studies are illustrated with concrete examples of how the company or organization concerned has mastered its branding challenges. At the end of each case study, the author has listed key points that make it possible to get a quick overview or to briefly reconsider what has been learned.
With his book, David Airey has managed to give readers a broad and interesting overview of how companies and organizations of all sizes and industries successfully design their identity.
This book will not even be read through and then put away but will be a constant companion for creative people who will regularly use it as a reference and inspiration book.
Case studies with practical relevance provide the readers with an excellent opportunity to immerse themselves into the subject area. The individual case studies are illustrated with concrete examples of how the company or organization concerned has mastered its branding challenges. At the end of each case study, the author has listed key points that make it possible to get a quick overview or to briefly reconsider what has been learned.
With his book, David Airey has managed to give readers a broad and interesting overview of how companies and organizations of all sizes and industries successfully design their identity.
This book will not even be read through and then put away but will be a constant companion for creative people who will regularly use it as a reference and inspiration book.
June 28, 2019
Wow! What a fantastic book. It’s part showcase of (mostly) really good visual identity work, and part a series of interviews with agency principals about how they run their shops. And that’s the part I really loved. As an agency owner myself, reading about legal documents, payment terms, pricing levels and structures, as well as the actual processes around doing and presenting design work was incredibly useful. I was happy to learn that I’m already doing some things better (in my opinion) than a lot of other firms, but I was even happier to learn about ideas that can take my business to the next level. I highly recommend this book to anyone interested in the business of design. Superb!
July 30, 2019
4.5/5 because I would have preferred to see more early process sketches, which are only present in a few of the case studies. Learning how different studios handle different aspects of the client process (especially intellectual property issues) was useful.
February 27, 2019
Design students/ if you're setting up a design business, this is what you need! I devoured this book in record time, writing down all the helpful hints and advice from business owners. This book gave me lots of inspiration for starting my own business. I will be buying a copy of this for future reference.
The publisher kindly loaned a copy of this book, my review is my own opinion.
The publisher kindly loaned a copy of this book, my review is my own opinion.
January 22, 2019
When it comes to graphic design, it can be easy to find one thing that works and build around that in every project. However, it's nice to see how others take a project from start to finish and get fresh ideas. In Identity Designed, David Airey interviewed many different agencies and shares how they handled a project.
Each case study tells about project and the aspects that the agency puts into their work. Though the agencies have their own processes, some of what is covered is research, presentation, billing, and time frame. Sample work for each project is also shown.
I have a small design business, so I can't use everything that is in the book, but it still serves as a source for new ideas to try to better serve my clients without hurting myself. Identity Designed prods you to not rest on your laurels, to keep looking for new ideas, even it if means stepping outside of design "rules."
I received a complimentary copy from the publisher through NetGalley. All opinions are my own.
Each case study tells about project and the aspects that the agency puts into their work. Though the agencies have their own processes, some of what is covered is research, presentation, billing, and time frame. Sample work for each project is also shown.
I have a small design business, so I can't use everything that is in the book, but it still serves as a source for new ideas to try to better serve my clients without hurting myself. Identity Designed prods you to not rest on your laurels, to keep looking for new ideas, even it if means stepping outside of design "rules."
I received a complimentary copy from the publisher through NetGalley. All opinions are my own.
March 23, 2019
Identity Design is a must-read for anyone pursuing a career graphic design. It lays out 16 case studies from brand identity designers all over the world, the process from the initial inquiry and every step in between. Almost every case study covers these topics:
Initial questions, proposal, time frame, Pricing, terms & conditions, client negotiation, handling payment, research & strategy, when to stop experimenting, the number of ideas to present, generating ideas, deliverables, client presentation, brand guidelines, copyright & trademarking and, measuring the outcome.
The book is beautifully designed, obviously for a book on this topic. All cases studies follow the same format of questioning by the author, so it's a great way to compare how these studios and designers work. The stories are easy to read, relatable and, offer answers to the questions that every aspiring designer has. It's is are a source of inspiration for anyone looking to different approaches of working with clients.
Initial questions, proposal, time frame, Pricing, terms & conditions, client negotiation, handling payment, research & strategy, when to stop experimenting, the number of ideas to present, generating ideas, deliverables, client presentation, brand guidelines, copyright & trademarking and, measuring the outcome.
The book is beautifully designed, obviously for a book on this topic. All cases studies follow the same format of questioning by the author, so it's a great way to compare how these studios and designers work. The stories are easy to read, relatable and, offer answers to the questions that every aspiring designer has. It's is are a source of inspiration for anyone looking to different approaches of working with clients.
January 18, 2025
Good read for people starting out on their own adventures in the creative industry- or really any any industry that depends on a strong brand and visual identity. Which of course is most industries. I wish there were a bit more inagery and It does get a little repetitive, but I suppose the repetition is an indication of practices that work across the industry.
June 30, 2022
Definitely not the definitive guide. Just a really long portfolio of one design studio's past clients and work. Some helpful advice if you're planning on going freelance or starting a design firm. That's about if though
January 7, 2023
Not exactly the book I was expecting, but the 16 case studies on brand design and development were interesting and informative nonetheless.
May 24, 2024
Great insight into the design process at agencies. It was often quite repetitive but I understand that processes might often be very similar in agencies of the same space.
December 29, 2024
Great book to get some inspirations from great designs when I’m stuck, not only from the design perspective but branding and intrinsic value part as well.
December 31, 2019
Why did this book appeal to me? It’s focused on brand identity. Its importance and its development. Not only do I have a blog that I want to have a particular visual identity, but I’m also working on starting up an Etsy shop/handmade business. At this time, creating a strong and appropriate brand identity is of great importance to me. Since I have a nearly non-existent budget for brand development and marketing, I was hoping this book would give me some tools to use in designing that identity myself.
Was it what you thought it would be? No. Not at all. I’m sure it’s a wonderful book for people in the industry or people who just want to know how different brand design companies approach their business, but I was actually looking for something useful, something that would guide me in designing my own brand. Instead, it felt more like an inside look into business that are considered successful at brand identity design. It covers things like how they work with the client, what they charge for a project, how they divvy up the work, what their contract looks like. Each company talks about one project that they worked on, and images from the work they did – signage, advertisements, etc. – is included.
Thoughts? It wasn’t for me. The information wasn’t what I was looking for and none of the brand design aesthetics appealed to me, so it was quite a disappointment. However, the author works in the brand identity design field, so it’s fair to assume he is a subject matter expert. Given that, for the right audience, I’m sure it’s a brilliant book. That audience simply isn’t me.
Note: I received this book from the publisher via NetGalley. I pride myself on writing fair and honest reviews.
Was it what you thought it would be? No. Not at all. I’m sure it’s a wonderful book for people in the industry or people who just want to know how different brand design companies approach their business, but I was actually looking for something useful, something that would guide me in designing my own brand. Instead, it felt more like an inside look into business that are considered successful at brand identity design. It covers things like how they work with the client, what they charge for a project, how they divvy up the work, what their contract looks like. Each company talks about one project that they worked on, and images from the work they did – signage, advertisements, etc. – is included.
Thoughts? It wasn’t for me. The information wasn’t what I was looking for and none of the brand design aesthetics appealed to me, so it was quite a disappointment. However, the author works in the brand identity design field, so it’s fair to assume he is a subject matter expert. Given that, for the right audience, I’m sure it’s a brilliant book. That audience simply isn’t me.
Note: I received this book from the publisher via NetGalley. I pride myself on writing fair and honest reviews.
May 2, 2020
Identity Designed is a collection of case studies wrapped in a useful backgrounder on the history - and strategic uses - of identity design. Worthwhile as both a primer and a reference book.
Read
October 18, 2023not really a definitive guide, but it’s interesting to see where the studios vary and align.
Displaying 1 - 21 of 21 reviews