Universal Principles of Branding - (Rockport Universal) by Mark Kingsley (Hardcover)
About this item
Highlights
- Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for understanding brands and branding today.
- About the Author: Mark Kingsley got his start in the music industry, designing packages for the likes of John Coltrane, Pat Metheny, Quincy Jones, Ginger Baker, and Jewel.
- 216 Pages
- Art, Graphic Arts
- Series Name: Rockport Universal
Description
About the Book
"Universal Principles of Branding is a concise, visual introduction to 100 of the most fundamental elements of branding"--Book Synopsis
Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for understanding brands and branding today.
*Winner of the 2023 American Graphic Design Award for Book Design from Graphic Design USA* Richly illustrated and easy to navigate, this comprehensive reference pairs clear one-page explanations of each principle with visual examples of it applied in practice on the facing page. By considering these concepts and examples, you can learn to make more informed, and ultimately better, branding decisions. Featured principles are as diverse as:- Authenticity
- Social Responsibility
- World Building
- Gatekeepers
- Rituals and routine
Each principle is presented in a two-page format. The left-hand page contains a succinct definition, a full description of the principle, examples of its use, and guidelines for use. Sidenotes appear to the right of the text, and provide elaborations and references. The right-hand page contains visual examples and related graphics to support a deeper understanding of the principle.
Review Quotes
Mark Kingsley approaches branding with exactly the right balance of wisdom, skepticism, and humor, giving it exactly the kind of tough love the subject so richly deserves.--Michael Bierut; Partner at Pentagram, critic at the Yale School of Art, lecturer at the Yale School of Management
In Universal Principles of Branding, author Mark Kingsley deftly deconstructs the discipline of branding with intelligence, candor and a much-needed, remarkably original voice. In doing so, Kingsley has accomplished the impossible: he has created a book that finally--at long last--provides a confident, crystal clear, no-holes barred overview of what it really takes to create, define, build and deliver a brand.--Debbie Millman, host of Design Matters and Chair of the Masters in Branding program at the School of Visual Arts
Quoting a slew of unusual suspects through a myriad of lenses, Kingsley dismantles and reframes the basic tenets of branding to promote a more robust, critical, and introspective understanding of it. With so many step-by-step books on branding, this book offers a unique point of view that places it as an intrinsic aspect of human behavior.--Armin Vit, Co-Founder of UnderConsideration and Editor of Brand New
About the Author
Mark Kingsley got his start in the music industry, designing packages for the likes of John Coltrane, Pat Metheny, Quincy Jones, Ginger Baker, and Jewel. In 2001, his work for Blue Note Records received a Grammy nomination. Mark then transitioned into the world of corporate branding. At Landor, he was the global creative lead on the Citi account, and as executive strategy director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. His boutique studio, Malcontent, serves independent filmmakers, global advertising firms, fintech startups, arts organizations, living legends, and Pulitzer Prize winners. Mark teaches at the School of Visual Arts Masters in Branding program and recently held the endowed Melbert B. Cary Professorship in Graphic Arts at the Rochester Institute of Technology. He is currently head of brand for the fashion brand Oumlil.
