Identity Designed is a collection of case studies wrapped in a useful backgrounder on the history - and strategic uses - of identity design. Worthwhile as both a primer and a reference book.

Why did this book appeal to me? It’s focused on brand identity. Its importance and its development. Not only do I have a blog that I want to have a particular visual identity, but I’m also working on starting up an Etsy shop/handmade business. At this time, creating a strong and appropriate brand identity is of great importance to me. Since I have a nearly non-existent budget for brand development and marketing, I was hoping this book would give me some tools to use in designing that identity myself.

Was it what you thought it would be? No. Not at all. I’m sure it’s a wonderful book for people in the industry or people who just want to know how different brand design companies approach their business, but I was actually looking for something useful, something that would guide me in designing my own brand. Instead, it felt more like an inside look into business that are considered successful at brand identity design. It covers things like how they work with the client, what they charge for a project, how they divvy up the work, what their contract looks like. Each company talks about one project that they worked on, and images from the work they did – signage, advertisements, etc. – is included.

Thoughts? It wasn’t for me. The information wasn’t what I was looking for and none of the brand design aesthetics appealed to me, so it was quite a disappointment. However, the author works in the brand identity design field, so it’s fair to assume he is a subject matter expert. Given that, for the right audience, I’m sure it’s a brilliant book. That audience simply isn’t me.

I actually requested this book from NetGalley to try to get a better handle on what my wife's career actually entails. Curently, she's a Visual Information Specialist for a large Federal government agency, and has been working on the national branding campaign for them for the past two years. (Previously in her career, she worked in advertising and was responsible for the branding of many corporations).
I began to read the book, and was surprised at how easily understandable it was. The author follows several case studies in branding. He explains what the process is, from the beginning to the end. I really enjoyed the book, and came away with a deeper understanding of what my spouse does.
BUT...my experiences paled in comparison to her's, when she got her hands on the book. She devoured it, staying up late for several nights reading it. In the morning, I found a notebook that she wrote pages and pages of notes and ideas on. It actually reinvigorated her on her latest project.
So, I guess if someone with 25+ years of experience can get excited about the book, that must be a great testimonial to it!

An incredible resource for designers, startups, marketing, and anyone else involved in the branding process! Easy to follow and understand, with case studies that provide a window into the process behind creating memorable brands and insights both relevant and practical.

Identity Design is a must-read for anyone pursuing a career graphic design and not just those designers, I think it's a book that everyone in any design related industry can learn from. It lays out 16 case studies from brand identity designers all over the world, the process from the initial inquiry and every step in between. Almost every case study covers these topics:
Initial questions, proposal, time frame, Pricing, terms & conditions, client negotiation, handling payment, research & strategy, when to stop experimenting, the number of ideas to present, generating ideas, deliverables, client presentation, brand guidelines, copyright & trademarking and, measuring the outcome.
The book is beautifully designed, obviously for a book on this topic. All cases studies follow the same format of questioning by the author, so it's a great way to compare how these studios and designers work. The stories are easy to read, relatable and, offer answers to the questions that every aspiring designer has. It's is are a source of inspiration for anyone looking to different approaches of working with clients.

In contrast to many other books dealing with branding and corporate identity, this book deals with the origins of branding.
Case studies with practical relevance provide the readers with an excellent opportunity to immerse themselves into the subject area. The individual case studies are illustrated with concrete examples of how the company or organization concerned has mastered its branding challenges. At the end of each case study, the author has listed key points that make it possible to get a quick overview or to briefly reconsider what has been learned.
With his book, David Airey has managed to give readers a broad and interesting overview of how companies and organizations of all sizes and industries successfully design their identity.
This book will not even be read through and then put away but will be a constant companion for creative people who will regularly use it as a reference and inspiration book.

Design students/ if you're setting up a design business, this is what you need! I devoured this book in record time, writing down all the helpful hints and advice from business owners. This book gave me lots of inspiration for strating my own business. I will be buying a copy of this for future reference.

The publisher kindly loaned a copy of this book, my review is my own opinion.

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When it comes to graphic design, it can be easy to find one thing that works and build around that in every project. However, it's nice to see how others take a project from start to finish and get fresh ideas. In Identity Designed, David Airey interviewed many different agencies and shares how they handled a project.

Each case study tells about project and the aspects that the agency puts into their work. Though the agencies have their own processes, some of what is covered is research, presentation, billing, and time frame. Sample work for each project is also shown.

I have a small design business, so I can't use everything that is in the book, but it still serves as a source for new ideas to try to better serve my clients without hurting myself. Identity Designed prods you to not rest on your laurels, to keep looking for new ideas, even it if means stepping outside of design "rules."

I received a complimentary copy from the publisher through NetGalley. All opinions are my own.