Identity: Transforming Performance through Integrated Identity Management - Hardcover

Rowden, Mark

Hardcover

ISBN 10: 0566086182 ISBN 13: 9780566086182

Publisher: Routledge, 2004

Synopsis

Mark Rowden's first book, The Art of Identity was internationally recognized as a seminal work on the creation and definition of corporate identity. This much-revised and extended edition, simply titled Identity, offers further crucial knowledge about how to integrate identity into the wider commercial and financial objectives of the organization. Rowden's radical approach dispenses with common branding misconceptions and explains how to interrogate your strategy and objectives as never before through the relative weighting of three key 'averages': product, distribution and identity. He demonstrates how, by re-examining market position and values on this basis, you can redefine the content and focus of your identity, grading all visual and behavioural communications - an approach called, show tell do - into critical priorities, and then distill key values into firmwords, against which all communications can be rapidly focused as well as measured. The real examples in this book demonstrate firmwords in action. Later chapters illustrate issues of style, colour, names, logos, typefaces, structure, and how the challenges of fashion can be met. Identity also argues a new methodology for managing the creative process between the organization and its creative suppliers.

About this title

About the Author

Specializing in corporate identity, Mark Rowden is a design consultant with over 20 years' experience. He has helped a wide range of organizations introduce identities that have transformed their business approach. Combining the highest level of design innovation and creativity with a deep understanding of the unavoidable complexities of corporate life, he identifies the unique qualities of an organization and translates them into a fully integrated identity system that revitalizes performances and profits.

Edition details

• Publisher: Routledge
• Publication date: 2004
• Language: English
• ISBN 10: 0566086182
• ISBN 13: 9780566086182
• Binding: Hardcover
• Edition number: 2
• Number of pages: 256