127(Ht mm) 127(Wdt mm) 216

The Pocket Universal Principles of Branding is a concise visual presentation of 100 fundamental elements of branding.

The Pocket Universal Principles of Branding is a concise visual presentation of 100 fundamental elements of branding.



This pocket-size version of Universal Principles of Branding presents 100 concepts, theories, and guidelines that are critical for understanding brands and branding in a handy, condensed take-along format.

*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:

AuthenticitySocial ResponsibilityWorld BuildingGatekeepersRituals 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.

The titles in the Rockport Universal series offer comprehensive and authoritative information and edifying and inspiring visual examples on multidisciplinary subjects for designers, architects, engineers, students, and anyone who is interested in expanding and enriching their design knowledge. "AbstractionAnthropology / EthnographyAssociationAuthenticityBandits and robotsBeauty, not beautificationThe Big Five Black box or scientific methodBlurring Body of workBrand architectureBrands are a technologyBranded UnconsciousCampaignsCase studiesCelebritiesCharacter ComfortCommit to the bitConflictContextCrafty creativityCustomer journeyDeliveryDifference and DifféranceDigital to social strategistDisaggregated data Do no harmDon't fear the auditEcosystemEngagementEnvironment/Anti-environmentErotics of brandsEverybody lives in a bodyEveryone works in brandingFlexingFrameworksFramingGathering (and dividing)Generosity (and humility)Go outside your laneHapticsHearing voicesHistory and genealogyHeterogeneityHow you say itIdentity Influencers are a racketIntimacyJargon (and fear)Jungian-ish archetypes Kill the HumanLet's put on a showMagic and superstitionManagement The Master Narrative ProblemMystery is sexyNaming is knowingNo such place as ""away""NostalgiaObservationOne ______ fallacyOut of Home, but in the MindParody is a sign of successParty peoplePermissionPlaytimePoliticsProfessionalism secondRelationshipsRender unto CaesarRepair and ageRepetition and syncopationRetinal / non-retinalRituals and routineScoping Semantic infiltration SignalsSkepticismSocial ResponsibilityStandards StrategyTag, you're itTake me homeTalk to the gatekeepersTaste the rainbowTensionThinking over wisdomTime TouchpointsValuesValuationViruses and variantsWar LanguageWeakest linkWhat if your logo was a drum pattern?What is the product?World-buildingYou are not a brandZany, cute and informative  " Mark Kingsley is a creative director and strategist with a wide range of experience and recognition. He is a faculty member in the School of Visual Arts Masters in Branding program. As Executive Strategy Director at Collins, he developed the new global positioning for Ogilvy and helped Equinox enter the luxury hotel business. For over 17 years, his studio Greenberg Kingsley specialized in music and arts, including several years of branding and advertising for Central Park SummerStage; work for the Guggenheim Museum store; and music packaging for John Coltrane, Pat Metheny, and Quincy Jones. His current studio, Malcontent, serves global advertising firms, fin-tech startups, arts organizations, living legends, and Pulitzer Prize winners.