Catharine Slade-Brooking is a Senior Lecturer on BA Graphic Communication at the University for the Creative Arts and has worked on design and branding projects for companies including Lloyds Bank, ICI, Sunday Times, Random House, The World Wide Fund for Nature and Zenica.

Nevertheless, it can give marketers an opportunity to be educated about the important role of graphic designers in the overall branding strategy. Case studies throughout the book are illustrated with brand identities from around the world, including a diverse range of industries – digital media, fashion, advertising, product design, packaging, retail and more. Ultimately, I don't think you're missing out on anything ground-breaking by not picking this book up. It requires practical design skills and creative drive as well as an understanding of marketing and consumer behaviour. A tangible effort was made to cater to the visually-minded (who will surely make up a large part of the readership for a book like this).I qualified in Graphic Design (but never achieved a degree, even) and have read this book solely as a person who holds an interest in the field.

The case studies themselves are decent examples of the points made and they go into enough depth to be useful guidelines. Case studies throughout the book are illustrated with brand identities from a diverse range of industries including digital media, fashion, advertising, product design, packaging, retail and more. For example, case studies are featured on black pages to help differentiate them from the wider text. I think it would have been much more useful for the author to have followed the design process for a single brand from the point of inception to its comprehensive realisation when seeking to exemplify points. To sum up, it's recommended for both marketers and graphic designers, as both teams need to be involved in the process of establishing a brand identity.

By using the Web site, you confirm that you have read, understood, and agreed to be bound by the Terms and Conditions. Flow-charts are also used extensively to highlight the step-by-step methodology applied by industry professionals to create a brand. But is it a fairly decent account of the considerations and practical processes involved in the development of a brand identity? One final suggestion, it's a guidance book so you might not read all the chapters, only the ones the are related to your part/role in the team/department. Most of our PDFs are also available to download and we're working on making the final remaining ones downloadable now.