TY  - BOOK
AU  - Johnson,Michael
TI  - Branding: in five and a half steps 
SN  - 9780500518960
U1  - 658.827 23
PY  - 2023///
CY  - New York
PB  - Thames & Hudson
KW  - Marcas de fábrica
KW  - Identidad corporativa
KW  - Diseño gráfico
KW  - Publicidad
KW  - Comunicación visual
N1  - Obra de referencia sobre identidad de marca y diseño gráfico, basada en la experiencia profesional del autor. Incluye ejemplos visuales y análisis de casos
N2  - 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
ER  -