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Designing Brand Identity demonstrates the relationship between strategy and design, and showcases compelling best practice case studies from the public and private sectors, globally. It’s not surprising that the book was an immediate hit, with five updated editions over fourteen years, and translated into seven languages. It strikes a deep chord in culture, and unequivocally proves how the practice of branding engages intelligence, creativity, imagination, and emotion unlike any other business discipline. Designing Brand Identity has become a trusted resource and road map for designers, brand consultancies, digerati, and their clients. It is rare that one book can be used by both marketing and creative. Designing Brand Identity accomplishes this feat, educating and inspiring the entire branding team, regardless of one’s specific role. And its reach extends beyond working professionals: it is a textbook in design and business programs across the globe. In short, I contend that Designing Brand Identity has done more to illuminate the mysteries and significance of branding than any other book of our time. You are now holding the fifth edition of Designing Brand Identity. Each edition has evolved with the massive changes in technology, in behavior, and in our comprehension of the role branding plays in our cognition. Wheeler’s contribution to this understanding is unprecedented.