Branding In Five and a Half Steps

Hardcover – Illustrated,

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 the most famous, everyday brands down to their basic components, enabling us to understand why we select one product or service over another and allowing us to comprehend how seemingly subtle influences can affect our 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 all the secret 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 to reinforce a fundamental message.
With more than 1,000 vibrant illustrations showcasing the world’s most successful corporate identities, as well as generic templates that enable readers to create their own brand or piece of advertising with ease, Branding is an authoritative guide through every step of the lengthy development process required to create the simplest and most immediately compelling brands.

designing brand identity.jpg

Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5th Edition

Hardcover – Illustrated,

Whether you're the project manager for your company's rebrand, or you need to educate your staff or your students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy to design execution, launch, and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration.

  • 3 sections: brand fundamentals, process basics, and case studies.

  • Over 100 branding subjects, checklists, tools, and diagrams.

  • 50 case studies that describe goals, process, strategy, solution, and results.

  • Over 700 illustrations of brand touchpoints.

  • More than 400 quotes from branding experts, CEOs, and design gurus.


"Designing Brand Identity is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders--global and local. It's an essential reference for implementing an entire brand system."