This book is the fourth book in the Essential series following Layout Essentials, Typography Essentials, and Packaging Essentials. It outlines and demonstrates basic logo and branding design guidelines and rules through 100 principles including the elements of a successful graphic identity, identity programs and brand identity, and all the various strategies and elements involved.

Kevin Budelmann is president of People Design, a 25-person firm based in Grand Rapids, MI that helps leaders transform their businesses through Brand Experience Design. Yang Kim is the firm''s vice president and creative director. Kevin and Yang co-founded the firm in 1997 as BBK Studio, and together they oversaw its successful rebranding as People Design in 2007. Curt Wozniak is a copywriter with People Design; he joined the firm in 2008. http://www.peopledesign.com