This book constitutes the refereed proceedings of the 13th International Conference on Algebraic Methodology and Software Technology, AMAST 2010, held in Lac-Beauport, QC, Canada, in June 2010. The ultimate step-by-step visual guide to creating a successful brand, using contemporary brand identities as prototypes Num Pages: 320 pages, 1000 colour illustrations. The chapters in this volume address a variety of issues surrounding quotation, such as whether it is a pragmatic or semantic phenomenon, what varieties of quotation exist, and what speech acts are involved in quoting. The Logo Creative — There are so many books available about branding, What gap is it trying to fill?

Having high-quality, strategic branding is what makes certain businesses soar straight to the top while others drown in a sea of sameness. Michael Johnson — Part of it actually begins with the design and communications community, who are still fixated with ‘logos’ themselves. This is more of an broad, well-rounded, beautifully designed exploration of the process of branding.Steps, Johnson strips everyday brands down to their basic components, outlining steps to follow obediently in the branding process. Either a key creative insight is had in the writing process, or something happens within the design stages which makes us go back and amend the narrative. The book includes case studies that enable us to further understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions. Johnson proceeds to unveil hidden elements involved in creating a successful brand–from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language to reinforce a core message.

The Observer’s Robert McCrum described it as ‘probably the best thing on its subject — and even a book for civilians, too’.Michael Johnson does a great job at both bringing real cases and showing how exactly did branding or rebranding impacted a business, and dividing the process into easy, well-explained 5 steps. Johnson has been cited as one of the most notable British designers by the Guardian and the Independent, and has been featured in Design Week’s ‘Hot 50’ list of prominent figures in design on three separate occasions. But, as our Mozilla project is demonstrating, opening up more about the design process can only help more people understand. Finance is provided by PayPal Credit (a trading name of PayPal UK Ltd, Whittaker House, Whittaker Avenue, Richmond-Upon-Thames, Surrey, United Kingdom, TW9 1EH). Michael Johnson – I added the ‘half-step’ in my first synopsis as a kind of ‘added extra’, but the team at Thames Hudson found this idea very intriguing.

Michael Johnson — I added the ‘half-step’ in my first synopsis as a kind of ‘added extra’, but the team at Thames Hudson found this idea very intriguing. From my understanding it’s a key half step between the strategy and design, could you explain the importance of this crucial step? I say this because if a branding, or rebranding project, has its basis in logic, fact — and makes strategic sense — it’s much easier for different audiences to understand why something has changed. There’s a reason why we carefully explain the reasons for change behind a new project such as Historic Houses – yet how many design companies still launch a rebrand just with a few pictures and some live surface mock-ups? In Branding in Five and a Half Steps, he strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over the other.Illustrated throughout, the first book to examine Middlesbrough's fascinating architectural history.