Napoles, Veronica : University of California-Berkeley
Veronica Napoles is owner and chief graphic designer at Communications Planning, a firm specializing in corporate
identity design. Her clientele range from savings and loan companies to California wineries to Fortune 500 companies.
Prior to launching Communications Planning, Ms. Napoles was a project director at Walter Landor Associates in San
Francisco. In addition to running a highly successful identity-design firm, she teaches corporate design at the
University of California, Berkeley.
Summary
In a market cluttered with big and small companies competing for the consumer's attention, public image becomes
more critical than ever to the success of any business. Veronica Napoles's Corporate Identity Design provides a
practical tool for designing and implementing a successful, comprehensive corporate identity program. It is an
invaluable resource, since fashioning a powerful and accessible identity is a company's best bet for capturing
the attention of consumers. Napoles explains the difference between corporate image--how a company is actually perceived
by the public--and identity--how it wants to be perceived--and shows how to close the gap between the two. In doing
so, she goes beyond previous books on the subject and anticipates the needs of consumers by incorporating elements
of behavioral psychology into the design process. Corporate Identity Design is not merely a picture book or an
anthology of symbols, but a comprehensive, detailed examination of all factors that lead to the choice and refinement
of a corporate identity. Napoles's concise, step-by-step overview looks at all phases of the corporate identity
design process, including:
* recognizing the need for corporate identity adjustment
* selecting a basic symbol category from which to choose
* deciding on and refining a chosen symbol
* implementing a careful, intelligent program for phasing in the new corporate identity and ensuring its acceptance
by the public.
The book includes dozens of helpful illustrations, a sample design proposal, questionnnaires, design briefs,
and a color chart. In addition, Napoles provides guidelines for changing a company name, including information
on basic name categories and the categories and the creative process for developing and evaluating names. These
and other features make Corporate Identity Design the definitive work for establishing quick and accurate image/identity
relationships in the mind of the public. Design students and professionals, public relations and communications
officers, and top-level management personnel will all find Corporate Identity Design a continuing resource for
ideas, information, and inspiration.
Table of Contents
Introduction to Corporate Identity.
Establishing the Need for a Corporate Identity Program.
Where to Begin.
Types of Symbols and Approaches.
Methodology--Phase I. Design Exploration--Phase II.