A comprehensive overview of 110 famous brand design projects
Branding is a kind of alchemy created through the combination of form, color, typography, imagery, sound, and motion. How do these elements shape our perception of companies and their products? From Netflix to Instagram, from Nike to Deutsche Bank, this volume takes an in-depth look at the stylistic DNA of some of the world’s most recognizable brands.
Beginning in the late nineteenth century, symbols and names were introduced to make products distinguishable and memorable. Corporate colors soon followed, along with custom typefaces and “corporate styles” for brochures, posters, and packaging. A century later, the digital revolution gave rise to new communication channels, brand touchpoints, and consumer experiences. Today’s designers and brand managers are required to rethink established principles in order to navigate these new environments. The projects featured in this volume demonstrate that the creation and redesign of major brands continue to rely on conceptual distinctiveness and visual originality.
Jens Müller and Katharina Sussek have assembled more than 100 case studies across 17 chapters, each exploring a fundamental element of brand identity. The book also includes an extensive interview with two design giants—Paula Scher and Michael Bierut of Pentagram, the creative minds behind some of the world’s most iconic brands.
From logo creation and pictogram systems to the use of sound, moving images, and generative artificial intelligence, this book gets to the core of the multifaceted work carried out by creative studios and in-house design departments at companies and institutions around the globe. More than just a fascinating read, it is the most comprehensive publication currently available on contemporary branding.
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