Brand Identity Framework
100 Principles for Building Brands
BRAND LEVERS |
BRAND ACTIONS |
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Essential Tools |
Baseline |
Patterns |
Philosophy |
IMAGE |
1. Illustrative logos |
2. Visual style |
3. An aesthetic niche |
COLOR |
4. Color choices |
5. Applied color |
6. Color signals |
TYPOGRAPHY |
7. Logotypes |
8. Type choices |
9. Type and meaning |
SHAPE |
10. Logo forms |
11. Graphic patterns |
12. Shape meaning |
CONTRAST |
13. Contrast in composition |
14. Contrasting elements |
15. Get different |
DIMENSION |
16. Logos in real life |
17. Physical space |
18. A sense of place |
SYMBOLS |
19. Cultural symbols |
20. Symbol systems |
21. Brand as symbols |
VOICE |
22. The name game |
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