Beyond Logos: New Definitions of Corporate Identity

by Clare Dowdy, Charlotte Rivers

Corporate identity, the design and marketing buzzphrase of the 80s and 90s, has undergone a revolution in the last five years. Now the talk is of branding. With the growth of globalisation and the increasing realization among corporations large and small that this is their only way of distinguishing themselves, large sections of the design industry have adapted to offer new services and meet the new branding challenges. Arranged in thematic chapters with an introduction, Beyond Logos identifies and deconstructs the kind of corporate move that turns a footwear store into a æcathedralÆ and a cigarette brand into a smokerÆs 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.

Genres: Design

160 pages, Hardcover

First published January 1, 2003

Reviews

[Dimi · Rating 2 out of 5]

Horrendous. Waste of paper.

[Christina · Rating 2 out of 5]

- Ugly cover.
- Branding as HUGE, like where 100s of people need to be involved and people blab about "staff need to LIVE the brand" and "brand in every aspect of the consumer experience"... etc.
- The more they used the word "branding" the more I started to think about cattle, and how maybe more people should think of comparisons to cattle in such matters, and rethink a bit.
- I know this goes on the world, but that doesn't mean I think it SHOULD go on the world. It's taking what I love to an unnatural extreme that leaves a bad taste in my mouth.

[Sam C · Rating 1 out of 5]

I learned nothing. This book's design is horrible, and the presentation is painful to my eyes.