ABSTRACT
This chapter focuses on planning and preparation to enable the organisation to make better use of its brand and design knowledge. It defines the key team and how knowledge of the brand DNA can be translated into something on which designs can be based. Organisational knowledge of particular relevance for brand-building includes: how the customer has interpreted the brand, specific product features, the product heritage and competitive field, past and future trends, and the changes the product portfolio has undergone. The chapter begins with a quote about London Underground. As early as 1915 the calligrapher Edward Johnston was asked by what was then called the Underground Electric Railways Company of London to design a new typeface for its signs. In 2000 Transport for London (TfL) was created to take responsibility for the British capital's transportation system. An established brand, such as the one Transport for London is managing, may have many design features and qualities associated with it.
