Product Description

This study aims to show how managing identity can create and sustain behavioural change in an organization as well as achieving the more traditional outcome of influencing its external audiences. The work provides a guide to identity, including what it is and how it can be used to full effect. If a change of identity is required, the whole process is described from start-up (including investigation and analysis of the current identity), through developing the new identity structure, to implementation and launch. For anyone responsible for the identity of an organization, or for designing it for someone else, or attempting to achieve change in their organization, or studying the subject, this guide should be useful reading.

Product Details

• Amazon Sales Rank: #111279 in Books
• Published on: 1996-02-28
• Original language: English
• Binding: Paperback
• 112 pages

Customer Reviews

Excellent guide to Corporate design theory & practice
A guide written by a master of Large scale corporate identity design. Should be read by any designer involved in corporate re-design or new brand launches.

As with most things in design, it's hard to establish a 'right' way of doing things as procedures differ depending on what design group you work in (if any). Wally manages to establish a way of working that really enables the client and the designer to understand each other and enable real change within their company.

Although Mr. Olins has less involvement in the day to day running of Wolff Olins these days, it's still a highly regarded company, with some of the best people in the business still instigating change at a corporate level via intelligent design...

Simple, but brilliant!
A short, but well written and illustrated book about how brands work and what a brand can say about the organisation, the products or services and the customer experience.

Consisting of ten sections, this book takes the reader from the concept of identity though the focus of a brand, how they are structured and through the setting up and management of a branding programme. The book concludes with the risks associated with brands.

The book opens with a great introduction from Wally Olins (king of branding) and continues to explain real-world brands such as Orange, Virgin, Nestle, BT and First Direct.

This book walks the reader gently (but clearly) though the way that brands are constructed, link together and `speak' about a company.

An excellent book which helps everyone understand the relationship between business and brands and the powers and pitfalls of developing strong and well-recognised identities.