Corporate IdentityVisual Systems & Branding Created by Kathryn Eva ONeill History of Graphic Design2011 26 October

CONSOUMERISM

World War IIconsoumer boomcompanies morph into corporations

Multinational Corporationsnumerous international officesmultiple company divisions

Unificationneed to create corporate identityembodies the companies characterincoporate values

Vertical & Horizontal Intergration

Verticalsteps of production and distribution are contorolled by a single company

Horizontal taking over of a company

in the same field of production

Single Entity Required a

visual system

Logo vs. Logotypesymbol vs entirely type based

Corporate Identity

create a personalitymask all the flaws & risks

project specific imageintegrity

reliabily

& trust

Brand recognition

Competative market Visual Connection & Unique

Chase Manhattan Bank

Chermayeff & Geismardiversity of branches& finacial practicesLogo hid risk from investors

VISUAL CAMPAIGNS

term coined by James K. FoglemanCreated CIBA visual identity systemimportance of consistency packaging, signage, advertising and vehicles

term for symbol of ownership practiced by farmers on cattle

Designers Logo,Type & Color

Bob Noorda 1960 Unimark International Universal Signage Mass Transit Authority New York SubwayStandardized TemplateOrginized information System

Roger Cook& Don Shanosky / AIGA

Department of Transportation34 Pictographic symbols communication graphics

Public entities created IdentitiesPostal service & Railways

SHIFTDesigners in CorporationsRole in Public imagesElimination of Hand work Focus on MechanicalLack of Individual

Grid Based StructureBranding of StyleRequirements & GuidlinesBeyond Products

Type became flexible typefaces developedHelvetica,Univers & Optima

Swiss Style Type

Lester Beall created corporate Identity Manual

helped implement approriate design aspects to adhere to a corporation’s visual system

Innovators

William Golden - CBSLester Beall - International PaperPaul Rand - IBM Saul Bass - Movie Title

Sourceshttp://grainedit.com/2009/04/06/corporate-diversity-

swiss-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-hori-zontal-integration/

http://secondavenuesagas.com/2010/01/25/bob-noor-da-transit-sign-designer-dies-at-82/

Graphic Design History A Critical Guide by Johanna Drucker & Emily McVarnish