Clare Dowdy, Beyond Logos: New Definitions of Corporate Identity



Clare Dowdy, Beyond Logos: New Definitions of Corporate Identity
Corporate identity, always the design and marketing buzzwords of the 80s and 90s, experienced a revolution at the beginning of the 21st century. Now the talk is of branding. With the growth of globalisation and the increasing realisation among corporations large and small that this is the only way they have of distinguishing themselves and standing out from the competition, the design industry has been forced to adapt in order to offer new services and meet the new branding challenges.
Beyond Logos identifies and deconstructs the corporate moves that turn footwear stores into Cathedrals' and a cigarette brand into a smoker's retreat. 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, big ideas. Beyond Logos shows how, as we enter the 21st century, we are being taken beyond logos.
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