Identity Designed is 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. The book will give you an in-depth look at one of the most interesting visual identity projects from each contributing design firm, focusing on workflow aspects from pricing and invoicing to generating ideas and reaching consensus on the strongest direction.

Order yours from,,, Waterstones, Barnes & Noble, Quarto / Rockport.

In others’ words

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

ID 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

“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

“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 strategist


The following studios share key insights into how they work with clients.

Base (Brussels, New York, Geneva)
Bedow (Stockholm)
Believe in (Exeter, Mono)
Fedoriv (Kiev)
Foreign Policy (Singapore)
Freytag Anderson (Glasgow)
ico Design (London)
Jack Renwick (London)
Lantern (London)
Lundgren+Lindqvist (Gothenburg)
OCD (New York)
Pharus (Sao Paulo)
Rice Creative (Ho Chi Minh City)
Robot Food (Leeds)
Together Design (London)
Underline Studio (Toronto)

Case study topics

Featured projects are split 50/50 between project imagery and insights on the following topics.

  • The client approach — how the client was found, the first questions asked, and steps taken before initial payment is received.
  • Setting terms and conditions — key insights into how client expectations are managed from the outset.
  • Clarifying the design brief — topics covered, and what the client receives for reference.
  • Project pricing and timeframes — factors that affect the overall project fee, and how to determine the time it takes to do the work.
  • Preparing invoices and handling payments — software used to help streamline the process, charging in full versus percentage amounts, and dealing with foreign currencies and exchange rates.
  • Conducting research — what’s looked for, and where, to give the best possible chance of exceeding expectations.
  • Merging strategy with design — how a strategic approach to the visual identity is ensured.
  • Crafting good ideas — how to know when enough experimentation has been done, methods used to find the most varied ideas.
  • Avoiding copyright infringement — ensuring (as far as possible) that no existing design is infringed upon, the process of trademarking a logo.
  • Presenting the work — how clients first learn of a potential design idea, tools and software used for mockups and presentations.
  • Reaching consensus — guiding the feedback, steering clients toward the strongest idea, keeping control of the design execution.
  • Developing guidelines — the role of a style guide, whether prescriptive or flexible, how these documents are formatted and supplied.
  • Measuring success — how to determine the impact of visual identities on client businesses.
  • Studio marketing — advice on how to find your first clients.

Hardcover: 288 pages
ISBN-10: 1631595946
ISBN-13: 978-1631595943

Barnes & Noble
Quarto / Rockport