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Designing Brand Identity

20+ years of Designing Brand Identity

A lot has changed since 2003, from Facebook and the iPhone to Brexit and #MeToo. Brands reflect these changes, respond to them, and, in some cases, help usher them in.

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Alina Wheeler

Alina Wheeler was a branding expert and sought-after speaker whose invigorating presentations were enjoyed by design and business audiences across the US and internationally. She led branding and design teams for public and private companies. She worked in the design trenches and gave CEO presentations. She helped brand companies, products, and initiatives, using the proven process outlined in her classic book.

Her maiden name is Alina Radziejowska and Polish was her first language.

She married Santa Claus on 7-7-77. Check out santaclassics.com. She had two daughters and two grandchildren.

She saw the Beatles live in 1963, met Mick Jagger for a nanosecond in 1966, and was obsessed with David Bowie.

Her mantra: Who are you? Who needs to know? How will they find out? Why should they care?

Words to live by: It’s never too late to be what you could have been.

Rob Meyerson

Rob Meyerson is a brand consultant who works with business leaders to build identities for their organizations, products, and services. Beyond names and logos, he believes identities are defined through beliefs, words, and actions. He has led brand strategy teams at global branding agencies and small boutiques in the US, Shanghai, and Southeast Asia. Past clients range from start-ups to the Fortune 100.

He planned on studying computer science, but discovered psychology freshman year of college and fell in love with it.

He's 6'5" (195 cm). His wife is 5'3" (160 cm). They have a son and a daughter. So far, they are of average height.

As Global Head of Brand Architecture and Naming at HP, he led a small team triaging inbound requests from any of 300,000 employees.

He's working with New Yorker cartoonist Dan Misdea on a book of gramograms like "A B @ C" (A bee at sea). Check out gramograms.com.

When Alina wrote Designing Brand Identity, she created more than a book—she created a community.

Fans of the book from around the world sent Alina photos of themselves holding the book, which she would post on social media. The sixth edition is the first to include some of these selfies.

We'd like to continue what Alina started. To send us a photo for use on social media (and maybe in a future edition!), please use the form below.

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