“An insightful book that captures both critical theories and practices in the field.” (*) This practical textbook explores visual identity from an organizational brand perspective (corporate, non-profit, etc.), rather than a product brand perspective. It not only helps students to understand the meaning and value of an organization's visual identity, but also provides hands-on advice on how to promote and protect the identity. Each chapter draws from current research and also contains real-world examples and case studies that illustrate the key concepts. Endorsements:

An insightful book that captures both critical theories and practices in the field. It is well written, thorough, and well structured. Susan Alessandri provides excellent guidance to both students and practitioners in understanding the issue of organizational identity.” — T C Melewar, Brunel University(*)