Beschreibung
Branding is a kind of alchemy, conjured from form, color, typography, imagery, sound, and motion. How do these elements work their magic on the way we perceive companies and products? From Netflix and Instagram to Nike and Deutsche Bank, this volume deconstructs the design DNA of recognizable brands from all over the world. From the late 19th century, symbols and names were used to identify different products. Soon after, corporate colors arrived, then custom typefaces, and house styles for brochures, posters, and packaging. Roll on a century, the digital revolution has brought about a whole new raft of media, brand touchpoints and consumer experiences. Todays designers and brand managers must keep interrogating the established principles to navigate these new playing fields. The work collected here proves that great brand creation and redesign are always rooted in conceptual individuality and visual originality. Jens Müller and Katharina Sussek have structured more than 100 case studies in 17 chapters, each exploring a core element of brand identity, and conducted lengthy interviews with two design giants: Pentagrams Paula Scher and Michael Bierut, the creative minds behind some of the worlds most famous brands. From logo origination to creating pictogram systems, from the use of sound or moving images to generative AI, the volume delves deeper into the multifaceted work of creative studios and in-house design departments, at companies and institutions worldwide. Making for a completely riveting read and todays most comprehensive book on contemporary branding.
Herstellerkennzeichnung:
Taschen Deutschland GmbH
Hohenzollernring 53
50672 Köln
DE
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