Branding, Insight, and Design
 |
Description
Book Introduction
“Don’t think, feel.”
No agency has crafted the visual identities of iconic brands as clearly as Turner Duckworth, having collaborated deeply with brands as diverse as Amazon, McDonald's, Coca-Cola, and even Metallica.
The core concept that runs through their design beliefs is ‘intuition.’
Turner Duckworth goes beyond simply making a brand look cool, offering a shortcut to connecting with people's senses and emotions through intuition.
This book is comprised of vivid texts by members of Turner Duckworth and world-renowned experts who have worked closely with them, along with over 150 color illustrations.
This book, which shares Turner Duckworth's 30 years of expertise, unique and optimistic philosophy, and insights, and presents the core elements of a high-quality brand strategy, is a branding bible that vividly presents Turner Duckworth's perspective, free from any theory.
No agency has crafted the visual identities of iconic brands as clearly as Turner Duckworth, having collaborated deeply with brands as diverse as Amazon, McDonald's, Coca-Cola, and even Metallica.
The core concept that runs through their design beliefs is ‘intuition.’
Turner Duckworth goes beyond simply making a brand look cool, offering a shortcut to connecting with people's senses and emotions through intuition.
This book is comprised of vivid texts by members of Turner Duckworth and world-renowned experts who have worked closely with them, along with over 150 color illustrations.
This book, which shares Turner Duckworth's 30 years of expertise, unique and optimistic philosophy, and insights, and presents the core elements of a high-quality brand strategy, is a branding bible that vividly presents Turner Duckworth's perspective, free from any theory.
- You can preview some of the book's contents.
Preview
index
Preface - A Good Starting Point | Giles Ringwood
About Turner Duckworth - The Creative Agency That Made This Book | Joan Chan & Sarah Moffat
Soft Power: Capturing Hearts and Minds with Design | Moira Cullen
The A to Z of Smiles: Creating Timeless Logos | Joanne Chan, Anthony Biles
Making Things Easy to Like: How to Delight Millions | David Turner, Bruce Duckworth
Fandom - Everyone's Brand | Morgan Flatley
Brave Creativity: Great Design Starts with Bold Thinking | Linda Lee
Doing It Right: Branding a Legendary Metal Band | Jamie McCarthy
A Place to Breathe: The Positive Effects of Physical Space | John Anthony Dumay
Why Beauty Matters: Thinking Beyond Practicality | Stefan Sagmeister
There's Something Hidden Here - Order Hidden in Chaos | Sarah Moffat
Trust & Faith - Why We Trust Our Intuition | Minott Wessinger
The Art of Creativity: Understanding the Creative Mindset | Chris Garvey
It's Not You, It's Them - Building Relationships | Daniel D'Arcy
It's the Heart That Matters - A Good Example of Gifting | Andy Barron
Photo Essay - Visual Intermission | Stan Muzilek
Marketing People Love: The Importance of Design | Jessica Spence
A Door to the World: Infinite Opportunities for Discovery | Tim Owen
The Ultimate Leap of Faith: Becoming an Obsessive in a Slow-Going World | Joan Chan
Sticky Moments - Wordplay at Work | Chris Garvey
A Powerful Force: A Serious Approach to Fun | Neil Pedleyum, Mark Waters
Flowers Bloom in the Sunshine - Cultivating Optimism | Mark Tutsell
introduction
Source of the illustration
Acknowledgements
About Turner Duckworth - The Creative Agency That Made This Book | Joan Chan & Sarah Moffat
Soft Power: Capturing Hearts and Minds with Design | Moira Cullen
The A to Z of Smiles: Creating Timeless Logos | Joanne Chan, Anthony Biles
Making Things Easy to Like: How to Delight Millions | David Turner, Bruce Duckworth
Fandom - Everyone's Brand | Morgan Flatley
Brave Creativity: Great Design Starts with Bold Thinking | Linda Lee
Doing It Right: Branding a Legendary Metal Band | Jamie McCarthy
A Place to Breathe: The Positive Effects of Physical Space | John Anthony Dumay
Why Beauty Matters: Thinking Beyond Practicality | Stefan Sagmeister
There's Something Hidden Here - Order Hidden in Chaos | Sarah Moffat
Trust & Faith - Why We Trust Our Intuition | Minott Wessinger
The Art of Creativity: Understanding the Creative Mindset | Chris Garvey
It's Not You, It's Them - Building Relationships | Daniel D'Arcy
It's the Heart That Matters - A Good Example of Gifting | Andy Barron
Photo Essay - Visual Intermission | Stan Muzilek
Marketing People Love: The Importance of Design | Jessica Spence
A Door to the World: Infinite Opportunities for Discovery | Tim Owen
The Ultimate Leap of Faith: Becoming an Obsessive in a Slow-Going World | Joan Chan
Sticky Moments - Wordplay at Work | Chris Garvey
A Powerful Force: A Serious Approach to Fun | Neil Pedleyum, Mark Waters
Flowers Bloom in the Sunshine - Cultivating Optimism | Mark Tutsell
introduction
Source of the illustration
Acknowledgements
Detailed image
Into the book
When I started sketching the smile logo, the words of my father, a watchmaker, came to mind.
“In a good watch shop, all the hands on the clocks in the shop point to 10:10.
“The clocks are smiling.” From this simple semiotic observation came the core graphic idea of the logo.
--- p.47
While rational thinking requires effort, intuition may seem simple and just happens.
But intuition is a skill that must be nurtured, practiced, and trusted.
--- p.60
For Turner Duckworth, good design and strategy were virtually the same thing.
Because strategy is about finding ways to achieve business goals.
What's the point of design if it doesn't strive for that goal? When we first started working together, I immediately recognized their incredible artistic talent.
But what was more impressive was the energetic nod from across the table as I spoke about the product.
No matter how outrageous my ideas were, they always understood what I meant.
--- p.161~162
However, following your intuition does not mean blindly relying on your feelings.
Sometimes intuition comes from insights gained from conversations with customers.
--- p.166
Design exists to stimulate people's reward centers.
Just like the products we strive to sell.
You must not hesitate to hit that point of pleasure, but keep hitting it again and again.
--- p.197
But the design is different.
If you mess with the design, you will not be forgiven.
People don't forget that either.
When a brand declines rapidly, it's rarely due to bad content, but rather to poor quality or a poorly designed design.
If you change your design too much, too quickly, or in a way that doesn't feel authentic, you'll lose your supporters in an instant.
--- p.222
Collaboration is fundamental, but it goes further to bring together diverse talents.
It's about blending rich, diverse, and specialized skills to produce bold, innovative results.
This way of working adds joy to people's lives and shines a light on creativity, the most important asset in today's business world.
“In a good watch shop, all the hands on the clocks in the shop point to 10:10.
“The clocks are smiling.” From this simple semiotic observation came the core graphic idea of the logo.
--- p.47
While rational thinking requires effort, intuition may seem simple and just happens.
But intuition is a skill that must be nurtured, practiced, and trusted.
--- p.60
For Turner Duckworth, good design and strategy were virtually the same thing.
Because strategy is about finding ways to achieve business goals.
What's the point of design if it doesn't strive for that goal? When we first started working together, I immediately recognized their incredible artistic talent.
But what was more impressive was the energetic nod from across the table as I spoke about the product.
No matter how outrageous my ideas were, they always understood what I meant.
--- p.161~162
However, following your intuition does not mean blindly relying on your feelings.
Sometimes intuition comes from insights gained from conversations with customers.
--- p.166
Design exists to stimulate people's reward centers.
Just like the products we strive to sell.
You must not hesitate to hit that point of pleasure, but keep hitting it again and again.
--- p.197
But the design is different.
If you mess with the design, you will not be forgiven.
People don't forget that either.
When a brand declines rapidly, it's rarely due to bad content, but rather to poor quality or a poorly designed design.
If you change your design too much, too quickly, or in a way that doesn't feel authentic, you'll lose your supporters in an instant.
--- p.222
Collaboration is fundamental, but it goes further to bring together diverse talents.
It's about blending rich, diverse, and specialized skills to produce bold, innovative results.
This way of working adds joy to people's lives and shines a light on creativity, the most important asset in today's business world.
--- p.288
Publisher's Review
Turner Duckworth's creative strategy for designing global brands
Modern people are exposed to thousands of advertisements every day, and we live in a world where data, analytics, algorithms, and artificial intelligence curate information.
In such a competitive and complex environment, each brand must stand out.
Branding is not simply about creating a visual appearance, but rather a process of establishing a philosophical meaning or identity for the object.
And this task of making people follow their instincts intuitively requires very deep and accurate insight.
This book points out that analysis and systematic thinking alone can have limitations, and instead emphasizes that intuition and instinct are the key to making a brand stand out.
I suggest that you use this book as an antidote or an opportunity to catch your breath.
The authors of "Branding, Insight, Design" testify to moments when they needed the courage to follow their hearts, not reason or MBA textbook theories. They offer detailed advice on various aspects, including identity building and design.
The core of branding, expressed through diverse perspectives and voices.
Coca-Cola, which had lost ground in the rapidly changing beverage market with energy drinks and sports drinks, was revived through a rebranding by Turner Duckworth.
Furthermore, Turner Duckworth's name became widely known when this project won the first Grand Prix in the Design category at the 2008 Cannes Lions International Festival of Creativity.
The Amazon logo was also created through their hands.
Originating from a single briefing by Amazon CEO Jeff Bezos, the logo has remained a simple yet intuitively emotional icon for over 30 years.
This book brings us closer to the essence of branding by including stories from various companies, such as McDonald's and Campbell, and the small and large moments experienced in the process.
Another major feature of this book is that it vividly introduces not only projects of global companies but also episodes from the field.
How he explained the designer's creative thinking to the project team by drawing pictures, how the director persuaded David Turner (co-founder of Turner Duckworth) who was hesitant to work on Metallica's album artwork, how he reflected on his past when a non-creator (project manager) pressured a creator (designer), and even the story of a CEO who followed his intuition and ended up making everything wrong...
It shows the true face of creativity, where failure and discovery, emotion and intuition intersect, and is filled with relatable lessons.
A perspective that captures the essence of branding, marketing, and design at a glance.
This book examines branding from a variety of perspectives, including CEOs, chief marketing officers, design directors, creative directors, NGO activists, designers, and project managers.
The experiences of those who can be considered industry gurus resonate deeply not only with practitioners but also with everyone involved in creative work.
It also features over 150 rich illustrations with ingenious design elements, showcasing Turner Duckworth's design and branding philosophy in its entirety.
“There is no right way to enjoy this book,” says lead author Giles Ringwood.
Even if you start from the beginning, you can skip to the middle.
As he said, “You can flip through the book from the back and just look at the pictures, or you can read the entire book in one sitting.” No matter where you open the book or in what order you read it, you will encounter the essence of branding and design.
This book, which details everything from the essence of brand strategy to the various situations you might encounter in practice, is not simply a theory book on branding and design. It is a branding guidebook that gathers the stories of those who broke through established formulas, cultivated their own intuition, trusted it, and faced the world.
This book, which explores Turner Duckworth's unique spirit of adventure, will offer the best method for those who dream of successful branding.
Modern people are exposed to thousands of advertisements every day, and we live in a world where data, analytics, algorithms, and artificial intelligence curate information.
In such a competitive and complex environment, each brand must stand out.
Branding is not simply about creating a visual appearance, but rather a process of establishing a philosophical meaning or identity for the object.
And this task of making people follow their instincts intuitively requires very deep and accurate insight.
This book points out that analysis and systematic thinking alone can have limitations, and instead emphasizes that intuition and instinct are the key to making a brand stand out.
I suggest that you use this book as an antidote or an opportunity to catch your breath.
The authors of "Branding, Insight, Design" testify to moments when they needed the courage to follow their hearts, not reason or MBA textbook theories. They offer detailed advice on various aspects, including identity building and design.
The core of branding, expressed through diverse perspectives and voices.
Coca-Cola, which had lost ground in the rapidly changing beverage market with energy drinks and sports drinks, was revived through a rebranding by Turner Duckworth.
Furthermore, Turner Duckworth's name became widely known when this project won the first Grand Prix in the Design category at the 2008 Cannes Lions International Festival of Creativity.
The Amazon logo was also created through their hands.
Originating from a single briefing by Amazon CEO Jeff Bezos, the logo has remained a simple yet intuitively emotional icon for over 30 years.
This book brings us closer to the essence of branding by including stories from various companies, such as McDonald's and Campbell, and the small and large moments experienced in the process.
Another major feature of this book is that it vividly introduces not only projects of global companies but also episodes from the field.
How he explained the designer's creative thinking to the project team by drawing pictures, how the director persuaded David Turner (co-founder of Turner Duckworth) who was hesitant to work on Metallica's album artwork, how he reflected on his past when a non-creator (project manager) pressured a creator (designer), and even the story of a CEO who followed his intuition and ended up making everything wrong...
It shows the true face of creativity, where failure and discovery, emotion and intuition intersect, and is filled with relatable lessons.
A perspective that captures the essence of branding, marketing, and design at a glance.
This book examines branding from a variety of perspectives, including CEOs, chief marketing officers, design directors, creative directors, NGO activists, designers, and project managers.
The experiences of those who can be considered industry gurus resonate deeply not only with practitioners but also with everyone involved in creative work.
It also features over 150 rich illustrations with ingenious design elements, showcasing Turner Duckworth's design and branding philosophy in its entirety.
“There is no right way to enjoy this book,” says lead author Giles Ringwood.
Even if you start from the beginning, you can skip to the middle.
As he said, “You can flip through the book from the back and just look at the pictures, or you can read the entire book in one sitting.” No matter where you open the book or in what order you read it, you will encounter the essence of branding and design.
This book, which details everything from the essence of brand strategy to the various situations you might encounter in practice, is not simply a theory book on branding and design. It is a branding guidebook that gathers the stories of those who broke through established formulas, cultivated their own intuition, trusted it, and faced the world.
This book, which explores Turner Duckworth's unique spirit of adventure, will offer the best method for those who dream of successful branding.
GOODS SPECIFICS
- Date of issue: August 25, 2025
- Page count, weight, size: 312 pages | 424g | 132*185*20mm
- ISBN13: 9788932475684
- ISBN10: 8932475687
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