Corporate identity is now a key weapon in the business arsenal of the modern company. If, a decade ago, it was thought of only in terms of signage, letterheads and liveries, the examples in this book, collected from around the world, reveal its new place at the centre of corporate culture. Included in this survey are international identities for police forces, utility companies, hospitals, museums, railways, radio stations and charities. Designers and corporate managers are here offered a useful resource with studies of over 80 programmes, large and small.
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Behind the visual identity of the much-commented-on golden arches of McDonald's, as well as Coca-Cola's ubiquitous red-and-white logo, lies a host of management consultants, corporate brand experts, and design firms specializing in bringing an institution or product to life. This is the story of more than 80 such products, told in part by well-respected designer Wally Olins. More than just utilizing pretty colors and interesting type placed exactly so on anything from a sheet of paper to an actual airplane, creating a visual identity these days is a long, studied process, consisting of research, marketing, and strategy, in addition to graphic design. Not all the illustrated case histories, selected by Olins from a field of more than 300 entries, include problem-solution statements, but enough contain some information so that even novices can understand the intricacies of the process. Barbara Jacobs
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