Branding In Five and a Half Steps

About the book

Michael Johnson is one of the world's leading graphic designers and brand consultants. His studio, johnson banks, is responsible for the rebranding of many notable clients, including Virgin Atlantic, Think London, BFI, Christian Aid, and MORE TH>N, and he has garnered a plethora of awards in the process. In Branding, Johnson strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions. The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question the missing gap in the market to which an answer is needed. Johnson proceeds to unveil hidden elements involved in creating a successful brand from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language. With more than 1,000 illustrations showcasing the world's most successful corporate identities, as well as generic templates enabling you to create your own brand or ad with ease, Branding explores every step of the development process required to create the simplest and most immediately compelling brands.

Reviews

Michael Johnson is one of the world's leading graphic designers and brand consultants. His...

Quotes

'A stone cold classic ... Johnson is a phenomenal writer, whose passion is infectious, and the book has a compelling narrative' - Creative Bloq

Michael Johnson Biography

Michael Johnson, 43, is one of the most pre-eminent athletes of all time. He has four Olympic and nine World Championship gold medals to his name. At the 1996 Atlanta Games, he won both the 200m and 400m (the only athlete in history to do this at the same Games), and his world record for 200m of 19.32 stood for 12 years until Usain Bolt broke it at the Beijing Games of 2008. He still holds the world record for 400m - 43.18 seconds. Johnson voluntarily returned his 4x400m relay gold medal from the Sydney Games of 2000 after a team-mate admitted taking performance-enhancing drugs earlier in his career. Following his retirement, Johnson became a sports pundit with the BBC and has since established himself as one of the most popular and renowned sports broadcasters in the UK. The BBC's coverage of Olympic Games and World and European track-and-field Championships is hinged around his contributions. He writes a regular column for The Times and owns his own sports training facility, the Michael Johnson Performance Centre, in Texas. In 2002, he was awarded the Television Pundit of the Year Award by the Royal Television Society. He lives in San Francisco, California. ... Read full biography