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...
