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Record Nr. |
UNINA9910465104903321 |
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Autore |
Slade-Brooking Catharine |
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Titolo |
Creating a brand identity : a guide for designers / / Catharine Slade-Brooking |
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Pubbl/distr/stampa |
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London, England : , : Laurence King Publishing, , 2016 |
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©2016 |
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ISBN |
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Descrizione fisica |
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1 online resource (160 p.) |
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Disciplina |
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Soggetti |
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Trademarks - Design |
Advertising - Brand name products |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Intro; Introduction; Chapter 1: Branding Basics; Chapter 2: Brand Anatomy; Chapter 3: Brand Strategy; Chapter 4: The Design Process; Chapter 5: Research; Chapter 6: Analysis; Chapter 7: Concept Development ; Chapter 8: Delivering the Final Design; Glossary; Recommended Reading; Index; Picture Credits; Consumer culture - why do we buy?; What is a brand?; Why do we brand?; How does branding work?; The history of branding; How are things changing?; The future for brands; Maintaining beloved brand status; Case study: Uniqlo; Logos; Case study: Eurostar; Straplines / taglines |
Appealing to the sensesBrand architecture; Brand families; Internal and external branding; Branding terminology; Standing out from the crowd; Unique selling point (USP ); Semiotics; Exercise: Brand analysis; Case study: Apple Mac; Semiotic toolbox; Case study: Milka chocolate; Naming brands; Exercise: Creating a mood board; The use of emotion; Brand personality; Target marketing and brand positioning; Brand revolutions; Cultural branding; Rebranding; Case study: Lucozade; Trend forecasting and analysis; Brand failures; Brand ethics; Why use a design process?; How does the design process work? |
The stages of the design processThe design team; The creative process; The design process in the academic environment; Exercise: Student exercises; Why do we need to research?; Research methods; |
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Researching the audience; The use of social media in research; Case study: Procter and Gamble; Visual research boards; Excercise: Designing a consumer profile board; Other forms of research; Defining the USP; Market sector analysis; Product category analysis; Competitor brand analysis; Exercise: Conducting a simple competitor brand analysis; Analyzing the brand environment; Case study: Fazer Cafe |
Future forecastingAnalysis of data and interpreting opportunities; Exercise: Designing visual analysis boards; Brand creation strategies; Research and analysis in an educational setting; Inspiration; The big idea; Visualizing and analyzing inspiration; Initial concept ideas; Organizing your source material; Choosing the best concept; Exercise: How to develop an assessment strategy; Final refinements; Presentation materials; Designing effective communication boards; Digital versus print presentations; The client presentation; Testing the final brand identity; Design development |
Launching the brand identityBeyond delivery |
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2. |
Record Nr. |
UNINA9910795433903321 |
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Autore |
Wraight Christopher D. |
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Titolo |
The ethics of trade and aid : development, charity, or waste? / / Christopher D. Wraight |
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Pubbl/distr/stampa |
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London, [England] ; ; New York, New York : , : Continuum, , 2011 |
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©2011 |
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ISBN |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (185 pages) |
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Collana |
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Disciplina |
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Soggetti |
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Economic development - Moral and ethical aspects |
Economic assistance - Moral and ethical aspects |
International trade - Moral and ethical aspects |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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An unequal world -- The ethical imperative -- Compassion and justice -- Giving -- Trading -- A more equal world. |
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Sommario/riassunto |
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International development is now more topical than ever. Billions of |
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dollars have been given in grants or spent on the infrastructure of the development industry. The global aid and trade industry is gigantic and high-profile. It is also hugely controversial. Trade deals are accused of being 'unfair'. Aid agencies are suspected of wasting funds, or engaging with corrupt regimes, or encouraging dependency. Despite the vast amounts of political capital spent on international development, it remains unclear what works and what doesn't. Global inequality remains stark. Economic analysis can help resolve some of these issues. But some of the questions raised are of a more fundamental nature. They are issues of fairness, equity, right and wrong. The Ethics of Trade and Aid demonstrates how political philosophy provides us with insights often passed over in modern development jargon. Christopher Wraight scrutinises the trade and aid industry through the lens of philosophy and ultimately shows that a compassionate, rational and humane engagement with the global economy does hold the promise of a better, more equal life. |
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