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Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5th Edition

By: Alina Wheeler

Published October 2017 by Wiley

£42.50/ EUR 45.50/ US$50.00


ISBN: 9781118980828

"Designing Brand Identity is the book that first taught me how to build brands. For the past decade, it's been my blueprint for using design to impact people, culture, and business."

- Alex Center, Design Director, The Coca-Cola Company

Tuesday, November 7, 2017 10:51 am EST
"Alina Wheeler explains better than anyone else what identity design is and how it functions. There's a reason this is the 5th edition of this classic."

As life becomes more digital, how do organizations rise above the clutter and become the brand of choice?

Alina Wheeler’s Designing Brand Identity is the bestselling toolkit for the entire branding team. This new, fifth edition has been fully updated to include the latest information needed to create, build and maintain strong brands in today's market.

Brand identity plays a key part in the success of any business or organization – from established global corporates, to startups and non-profits. Whether it is a company of 10, 100 or 10,000, the need to rebrand is frequent and ongoing.

But it is a complex discipline. The organizations that know who they are and what they want to be are the ones that are most successful. In Designing Brand Identity, Wheeler aims to make it easy for the reader to achieve remarkable results for their brand as they focus on four questions: Who are you?, Who needs to know?, How will they find out? and Why should they care?

Whether the reader is the project manager for their company's rebrand, a creative director, or simply needs to educate their staff or students about brand fundamentals, this latest edition is a compendium of tools and best practices for branding success.

From research to brand strategy, to design execution, launch and governance, Designing Brand Identity is split into three sections, covering: brand fundamentals, process basics and case studies.

This quick reference guide is full of checklists, process guides, diagrams, best practices, and insights from industry experts with over 700 illustrations. This latest edition contains over 100 branding subjects as well as 50 case studies - 33 are brand new - that highlight the best practices of top brands from a variety of industries around the globe.

Supported by quotes from branding experts, CEOs, and design gurus, and with new and expanded coverage of social media cross-channel synergy,  experience branding, big data analytics, content marketing, culture, brand initiatives, and mobile devices, Designing Brand Identity offers a proven, universal five-phase process – from research through to launch.

Praise for Designing Brand Identity

"Designing Brand Identity is a comprehensive, pragmatic, and easy-to-understand resource for all brand builders—global and local. It's an essential reference for implementing an entire brand system."
- Carlos Martinez Onaindia, Global Brand Studio Leader, Deloitte

"Alina Wheeler explains better than anyone else what identity design is and how it functions. There's a reason this is the 5th edition of this classic."
- Paula Scher, Partner, Pentagram

"Alina Wheeler's book has helped so many people face the daunting challenge of defining their brand."
- Andrew Ceccon, Executive Director, Marketing, FS Investments

"If branding was a religion, Alina Wheeler would be its goddess, and Designing Brand Identity its bible."
- Olka Kazmierczak, Founder, Pop Up Grupa

"The 5th edition of Designing Brand Identity is the Holy Grail. This book is the professional gift you have always wanted."
- Jennifer Francis, Director of Marketing, Communications, and Visitor Experience, Louvre Abu Dhabi


Designing Brand Identity is available wherever books and e-books are sold priced £42.50/ EUR 45.50/ US$50.00


About the author

Alina Wheeler is a branding expert and sought-after speaker whose invigorating presentations are enjoyed by design and business audiences across the US and internationally. Wheeler has led branding and design teams for public and private companies. She’s been in the design trenches and in CEO presentations. She’s helped brand companies, products, and initiatives, using the proven process outlined in this book.

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