Branding In Five and a Half Steps

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If you don’t immerse yourself and investigate what a brand stands (or doesn’t stand), you’ll end up creating fantastic solutions, for the wrong reasons. This book constitutes the refereed proceedings of the 13th International Conference on Algebraic Methodology and Software Technology, AMAST 2010, held in Lac-Beauport, QC, Canada, in June 2010. I had been thinking about how to rebrand our small family company for a couple of months before reading the book and it has been an invaluable help.

Designers often quiz me about ‘logo design’ and clearly have either no idea or even interest in the strategic work. Afghanistan, Albania, Algeria, American Samoa, Andorra, Angola, Anguilla, Argentina, Armenia, Azerbaijan Republic, Belarus, Benin, Bhutan, Bosnia and Herzegovina, Botswana, British Virgin Islands, Burkina Faso, Burundi, Cameroon, Cape Verde Islands, Central African Republic, Chad, Channel Islands, Comoros, Cook Islands, Côte d'Ivoire (Ivory Coast), Democratic Republic of the Congo, Djibouti, Equatorial Guinea, Eritrea, Ethiopia, Falkland Islands (Islas Malvinas), Fiji, French Polynesia, Gabon Republic, Gambia, Georgia, Ghana, Greenland, Guam, Guinea, Guinea-Bissau, Guyana, Haiti, India, Iraq, Kazakhstan, Kenya, Kiribati, Kyrgyzstan, Laos, Lebanon, Lesotho, Liberia, Libya, Macedonia, Madagascar, Malawi, Mali, Marshall Islands, Mauritania, Mauritius, Mayotte, Micronesia, Moldova, Mongolia, Montenegro, Morocco, Mozambique, Namibia, Nauru, Nepal, Netherlands Antilles, New Caledonia, Niger, Nigeria, Niue, Palau, Papua New Guinea, Puerto Rico, Republic of the Congo, Russian Federation, Rwanda, Saint Helena, Saint Pierre and Miquelon, Saint Vincent and the Grenadines, San Marino, Senegal, Serbia, Seychelles, Sierra Leone, Solomon Islands, Somalia, Suriname, Svalbard and Jan Mayen, Swaziland, Tajikistan, Tanzania, Togo, Tonga, Tunisia, Turkey, Turkmenistan, Tuvalu, Uganda, Ukraine, Uzbekistan, Vanuatu, Vatican City State, Venezuela, Virgin Islands (U.But, as our Mozilla project is demonstrating, opening up more about the design process can only help more people understand.

Two and a half years later the project came to fruition in Branding: In Five and Half Steps, published in Autumn 2016 by Thames and Hudson. 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.We're currently working with one of the pioneers of a freer internet, Mozilla, producers of the Firefox browser. Michael Johnson is the founder of Johnson banks, a British brand consultancy, and describes his book as followed: “A book that is genuinely useful” and that “aims to clarify, not to confuse”.