Brand Identity Essentials, published by Rockport in the Fall of 2010, celebrates well-executed brand programs and really great marks including the logo, identity system and branding for The Mob Museum in Las Vegas. Authors Yang Kim, Kevin Budelmann and Curt Wozniak of Peopledesign acknowledge that "a little humor may be a way to help a brand stand out. In addition to providing simple entertainment, wit can have a humanizing effect on a brand."

Learn more about the Brand Identity Essentials book.

Visit the Mob Museum branding case study.

Read the Fast Co.Design article.