Corporate Identity Visual Systems & Branding Created by Kathryn Eva ONeill History of Graphic Design 2011 26 October
World War II
CON SOU MER ISM
consoumer boom companies morph into corporations
Multinational Corporations
numerous international offices multiple company divisions
Unification
Vertical & Horizontal Intergration Vertical
steps of production and distribution are contorolled by a single company
Horizontal
taking over of a company in the same field of production
need to create corporate identity embodies the companies character incoporate values
Single Entity Required a
visual system
Logo vs. Logotype symbol vs entirely type based
create a personality mask all the flaws & risks project specific image
integrity reliabily & trust Competative market Visual Connection & Unique
Chase Manhattan Bank
Chermayeff & Geismar diversity of branches & finacial practices Logo hid risk from investors
VISUAL CAMPAIGNS Brand recognition term for symbol of ownership practiced by farmers on cattle
Corporate Identity
term coined by James K. Fogleman Created CIBA visual identity system importance of consistency packaging, signage, advertising and vehicles
Designers
Logo,Type & Color
Bob Noorda 1960
Unimark International Universal Signage Mass Transit Authority New York Subway Standardized Template Orginized information System
Roger Cook
Public entities created Identities Postal service & Railways
& Don Shanosky / AIGA Department of Transportation 34 Pictographic symbols communication graphics
SHIFT Swiss Style Type
Designers in Corporations Role in Public images Elimination of Hand work Focus on Mechanical Lack of Individual
Type became flexible typefaces developed Helvetica,Univers & Optima
Grid Based Structure Branding of Style Requirements & Guidlines Beyond Products
Lester Beall
created corporate Identity Manual helped implement approriate design aspects to adhere to a corporation’s visual system
William Golden - CBS Lester Beall - International Paper Paul Rand - IBM Saul Bass - Movie Title
Innovators
Sources http://grainedit.com/2009/04/06/corporate-diversityswiss-graphic-design-by-geigy-1940-1970/ http://designhistory.org/symbols.html http://www.designhistory.org/advertising_fall_08.html http://www.benitabrewer.com/class/gd_history/cn_4_ short.pdf http://bizdharma.com/blog/what-is-vertical-and-horizontal-integration/ http://secondavenuesagas.com/2010/01/25/bob-noorda-transit-sign-designer-dies-at-82/ Graphic Design History A Critical Guide by Johanna Drucker & Emily McVarnish