Johnson toured the world in 2017 talking about the book, including speaking at the Edinburgh Festival,and has started work on his next book, for publication in 2019. A poor condition book can still make a good reading copy but is generally not collectible unless the item is very scarce. Branding: In Five and a Half Steps has become a best-seller on both sides of the Atlantic and sold out in Europe within months. Johnson also emphasizes the importance to bridge the gap between strategy and design (thus the “half step” in the book title).

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? If your mission statement includes an objective of world peace, you might be flying too high in the sky. The Observer’s Robert McCrum described it as ‘probably the best thing on its subject – and even a book for civilians, too’. From the publisher) 'Michael Johnson is one of the world's leading graphic designers and brand consultants.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. On-line reviewers described it as ‘The best reference on branding I’ve ever seen’ and ‘very straightforward, passionate, concise, with many great case studies and examples’.

That would identify the five key steps in the process (Investigation, Strategy and Narrative, Design, Implementation and Engagement) – but also acknowledge that key half-step between Strategy and Design, where the translation of one into another is crucial. Join Michael as he unveils 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. The Logo Creative — There are so many books available about branding, What gap is it trying to fill? The Logo Creative – When a major company rebrands, there seems to be a huge outburst from the public with little or no knowledge of why the rebrand has happened – how can we improve the public’s perception of the values of rebranding?This is more of an broad, well-rounded, beautifully designed exploration of the process of branding. 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). In Branding , Johnson strips the most famous, everyday brands down to their basic components, enabling us to understand why we select one product or service over another and allowing us to comprehend how seemingly subtle influences can affect our key life decisions. You can change your choices at any time by visiting Cookie preferences, as described in the Cookie notice. 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?