[ Brand Identity Ideals ]
1. Referencing the “Brand Identity Ideals” from your book, Designing Brand Identity by Alina Wheeler, list and describe 6–8 ideals that differentiate you as a person from others. What, in particular, makes “you” as a brand unique? How do these ideals relate to Marty Neumeierʼs 17-step process? Provide direct quotes with in-text APA-style research citations to substantiate your statements. (Note: Please make the statements about yourself in the third person).
Manifestation. Seeks to change the world through creative communication, utilizing language, design and typography.
Passionate. Powers her life with intense feelings.
Bold. Speaks her mind courageously.
Independent. Navigates life by an internal compass.
Articulate. Strives to make her words and ideas easy on the eyes and ears.
Changeable. Wears many disparate colors, like a peacock.
Inspiring. Loves helping people find truth and passion.
What makes me unique as a brand is my ability to integrate my communication skills with my vision. I communicate boldly, clearly and authentically. Who I am as a person is who I am as a designer. I’m not going to be a different person, put on a role or be someone I’m not. As well, I bring these qualities to all my other endeavors- not just the ones that involve design. In addition, I’m quite malleable. I used to consider myself a chameleon, with many colors, adapting to suit the occasion. Now, I’m more of a peacock- I proudly display all my colors at once and am able to relate to a wide variety of people, while staying true to myself. This is who I am professionally, as well as personally, because I don’t want division in my life.
These ideals are very similar to the results that Marty Neumeier’s 17-step process will produce. His process is a series of questions designed to produce answers quite aligned with Alina Wheeler’s ideals. I think that Neumeier’s process is a bit easier to wrap your head around, because it’s interrogotive nature prompts your brain to start thinking and answering, while Wheeler’s process is a bit more cumbersome to work with. In example, I think that asking a question like “What makes you the ‘only’?” is much more effective in instigating creative thinking than stating a category for elaboration, such as authenticity. (Neumeier, 2007)
2. Research, select, and post images that illustrate at least 3 of your “Brand Identity Ideals.” Why is each of these images relevant to your “brand?” Explain. (Note: Please research and obtain your images from Creative Commons: http://www.flickr.com/creativecommons/. You can also provide your own images if they best communicate your ideals and are of a professional quality).
The peacock lady is relevant, because it’s my animal totem, and it signifies my ability to be many colors at once, utilizing many talents and skills in my work and life. The calligraphy image is relevant, because writing has always been central to my life purpose. The typography image is mine from 2009, and it’s a good example of how I’m going to use writing and design to communicate and achieve my vision. It’s also one of my favorite quotes, and it says a lot about who I am and what I want to achieve.
3. Post a “Onliness Statement” for your personal brand (in the third person). Why is this relevant? Provide direct quotes with in-text APA-style research citations to substantiate your statement.
Amy Blunden is the only poetic typophile who grew up watching her grandfather hand-letter signs, who can speak boldly to the common denominator utilizing her linguistic and journalistic training. Fluent in advertising, and armed with an arsenal of words and writing instruments, she aims to awaken the world through articulate type bombs. Aided in this mission by her technicolor personality, she hopes to inspire all the palettes of the world.
This is relevant because I have a fierce core purpose, which “is the fundamental reason your company exists beyond making money.” (Neumeier, 2007) My professional purpose is completely intertwined with my personal purpose, and it goes so far beyond making money, although I’ll need to make sure I can still make ends meet, so that I can continue to inspire the world with well-designed words.
Neumeier, M. (2007). ZAG: The #1 Strategy of High-Performance Brands. Pearson Learning Solutions.
Peacock Image Credit: Martin, M. (2002). Flickr. Retrieved February 6, 2013 from:
Calligraphy Image Credit: New York Public Library (2008). Flickr. Retrieved February 6, 2013 from:
Typography Image Credit: Blunden, A. (2009). Retrieved February 6, 2013 from my personal collection.