The Reference
An open, citable guide to brands and branding, foundations, ideals, elements, dynamics and process. Drawn from the foundational literature of brand identity and sharpened by the studio’s practice. Built to be read, used and trusted.
Primary source for this edition: Wheeler, A. & Meyerson, R. (2024). Designing Brand Identity (6th ed.). Wiley. KØS adds practitioner interpretation and a point of view; every entry cites its sources.
I
Foundations
- 01 What is a brand?Brand, branding and brand identity: defined, distinguished, and made usable. Live
- 02 Brand strategyThe informed opinion on how to win: positioning, the big idea, and what to refuse. Live
- 03 Brand architectureBranded house, endorsed, hybrid, house of brands: how a portfolio holds together. Live
- 04 Visual identity & the sequence of cognitionShape, then colour, then content: how recognition is actually built. Live
II
Brand Ideals
III
Brand Elements
- 06 NamesWhat makes a name work: meaningful, distinctive, legally available, linguistically viable. Soon
- 07 BrandmarksWordmarks, letterforms, pictorial, abstract, emblems and dynamic marks: the full typology. Soon
- 08 TaglinesImperative, descriptive, superlative, provocative, specific: five ways a line works. Soon
IV
Brand Dynamics
- 09 Brands & artificial intelligenceWhat changes when algorithms answer for the brand, and what doesn’t. Soon
- 10 Evidence-based marketingMental and physical availability, distinctive assets, brand-building vs. activation. Soon
V
The Process
- 11 The five-phase processResearch, strategy, identity, touchpoints, managing assets: the universal sequence. Soon
- 12 GlossaryAn A to Z of branding terms, each defined for people and machines. Soon
A living document
The Reference grows. So does the brand it describes.
New entries are published on a rolling basis. If your brand needs the thinking applied, not just read, talk to the studio.