Identity Designed: The Definitive Guide to Visual Branding

Ideal for students of design, independent designers, and entrepreneurs who want to expand their understanding of effective design in business, Identity Designed is the definitive guide to visual branding. Written by best-selling writer and renowned designer David Airey, Identity Designed formalizes the process and the benefits of brand identity design and includes a substantial collection of high-caliber projects from a variety of the world’s most talented design studios.

You’ll see the history and importance of branding, a contemporary assessment of best practices, and how there’s always more than one way to exceed client expectations. You’ll also learn a range of methods for conducting research, defining strategy, generating ideas, developing touchpoints, implementing style guides, and futureproofing your designs. Each identity case study is followed by a recap of key points.

The book includes projects by Lantern, Base, Pharus, OCD, Rice Creative, Foreign Policy, Underline Studio, Fedoriv, Freytag Anderson, Bedow, Robot Food, Together Design, Believe in, Jack Renwick Studio, Ico Design, and Lundgren+Lindqvist. Identity Designed is a must-have, not only for designers but also for entrepreneurs who want to improve their work with a greater understanding of how good design is good business.

Identity Designed: The Definitive Guide to Visual Branding

The guidelines are there for two reasons — consistency and creativity.

The guidelines focused on the logo, typography, tone of voice, photographic style, and a wide range of sample applications.

Identity case study: Primal Roots

Primal Roots is a woodlands-based fitness and wellbeing bootcamp rooted in the pursuit of both external and internal strength, endurance, and natural movement. Working closely with homeless charities and local authorities they offer fitness training to help the recovery of those who would otherwise not have access to such services.

The verbal side of a brand is as much a part of things as the visual.

We needed to speak to quite a range of people, and the task was to understand what the “pain points” were for each group. “Design has to work. Art does not.” – Donald Judd. The brand manifesto won’t necessarily be an external-facing document, but it helps the client get into an emotional position about what their brand stands for.

Identity Designed: The Definitive Guide to Visual Branding


“Identity Designed is an inspiring and intelligent resource for designers and their clients as they redesign their future. Sixteen global case studies offer an in-depth understanding of all of the considerations that contribute to original and lasting design solutions, and successful partnerships between clients and their consultants.” – Alina Wheeler, author, Designing Brand identity.

“Not just a beautifully designed book, but also beautiful in its depth and detail about the identity design process.” – Khoi Vinh, principal designer, Adobe.

“Just as every brand designer knows, research is the key to unlocking useful insight and inspiration. Here, David Airey has done just that, speaking with preeminent design studios around the world to find out how they carry out a visual identity project. Identity Designed is a brilliant book bursting with revealing discussion and inspirational work.” – Luke Tonge, director, Birmingham Design Festival.

“David Airey has been inspiring designers to do their best for over a decade. His new book continues to build on that legacy. Filled with case studies detailing the ideologies and ideas of many of the most creative studios on the planet, Identity Designed is sure to become an instant classic and an incredible contribution to the design community.” – Bernadette Jiwa, bestselling author, and brand story strategist.

“David Airey has a keen eye for design around the world and a commitment to design excellence. There are gems of original work throughout this book with insightful analysis about what makes each an effective solution.” – Sagi Haviv, Chermayeff & Geismar & Haviv.

Identity Designed: The Definitive Guide to Visual Branding


Designer of enduring logos and visual identities, David Airey runs an independent graphic design studio in Northern Ireland, collaborating with clients worldwide to grow their businesses through distinctive, meaningful, and emotive design. The pages of his online design resources — Logo Design Love & Identity Designed — are visited millions of times each year, compelling him to write their accompanying books.

The first, Logo Design Love, is available in twelve languages and is included on the reading lists of design programs around the world. The second, Identity Designed, was published in 2019, and in the words of Adobe’s principal designer, Khoi Vinh, it’s “not just a beautifully designed book, but also beautiful in its depth and detail about the identity design process.”

About the Author

David Airey is an entrepreneurial graphic designer from Northern Ireland. He writes three of the most popular graphic design blogs on the Internet:,, and David’s blogs have attracted hundreds of thousands of loyal fans who read and are inspired by his writing every day. David is also the author of Logo Design Love and Work for Money, Design for Love.

Identity Designed: The Definitive Guide to Visual Branding by David Airey. Hardcover: 288 pages. Publisher: Rockport Publishers (January 22, 2019).

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