Corporate Identity Design

In a market cluttered with big and small companies competing for
the consumer's attention, public image becomes more critical than
ever to the success of any business. Veronica Napoles's Corporate
Identity Design provides a practical tool for designing and
implementing a successful, comprehensive corporate identity
program. It is an invaluable resource, since fashioning a powerful
and accessible identity is a company's best bet for capturing the
attention of consumers. Napoles explains the difference between
corporate image--how a company is actually perceived by the
public--and identity--how it wants to be perceived--and shows how
to close the gap between the two. In doing so, she goes beyond
previous books on the subject and anticipates the needs of
consumers by incorporating elements of behavioral psychology into
the design process. Corporate Identity Design is not merely a
picture book or an anthology of symbols, but a comprehensive,
detailed examination of all factors that lead to the choice and
refinement of a corporate identity. Napoles's concise, step-by-step
overview looks at all phases of the corporate identity design
process, including:

* recognizing the need for corporate identity adjustment

* selecting a basic symbol category from which to choose

* deciding on and refining a chosen symbol

* implementing a careful, intelligent program for phasing in the
new corporate identity and ensuring its acceptance by the
public.

The book includes dozens of helpful illustrations, a sample design
proposal, questionnnaires, design briefs, and a color chart. In
addition, Napoles provides guidelines for changing a company name,
including information on basic name categories and the categories
and the creative process for developing and evaluating names. These
and other features make Corporate Identity Design the definitive
work for establishing quick and accurate image/identity
relationships in the mind of the public. Design students and
professionals, public relations and communications officers, and
top-level management personnel will all find Corporate Identity
Design a continuing resource for ideas, information, and
inspiration.