Beyond Logos: New Definitions of Corporate Identity

Clare Dowdy
162 pages (March 2003); 15.8MB download
RotoVision SA; ISBN: 2880466970

DESCRIPTION

Corporate identity, the design and marketing buzz phrase of the 1980s and 90s, has undergone a revolution since then. Now the talk is of branding. With the growth of globalization and the increasing realization among corporations large and small that this is their only way if distinguishing themselves, large sections of the design industry have adapted to offer new services and meet the new branding challenges. This book identifies and deconstructs the kind of corporate move that turns a footwear store into a "cathedral." It tracks the rise of the brand and pinpoints the role played by design companies in creating the experience economy -- a world in which corporations do not have identities but brands, visions, and big ideas.