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Today's consumer is blitzed with millions of images every day. Companies hoping to grab that consumer's attention need a memorable, eye-catching identity that will make a favorable and lasting impression in the consumer's mind. That formidable job falls to graphic designers and advertising executives.
This original book takes an intimate, in-depth look at the evolving realm of identity design and highlights the cutting-edge graphic design strategies that have set leading companies apart from the crowd. Author Cheryl Dangel Cullen argues that identity design in general has evolved from a straightforward exercise in communicating a company's message to a more abstract, creative expression of a company's attitude. She examines more than 20 successful identity campaigns, going behind the scenes to reveal what made each design work; why it was successful, from a consumer, content, and design perspective; and how each company has overcome a range of communication and design challenges.
Including examples from high-brow corporations to high-tech startups, from children's marketing to the retail market, this helps help professionals create graphics that clearly communicate not just what their clients sell but who they are.