Identity Design That Works /anglais - Softcover

Today's consumer is bombarded with millions of images every day. Companies hoping to grab that consumer's attention need a memorable eye-catching identity that will make a favourable and lasting impression in the consumer's mind. That formidable job falls to graphic designers and advertising executives. This book takes an intimate, in-depth look at the evolving realm of identity design and highlights the cutting-edge graphic design strategies that have set leading companies apart from the crowd. Cheryl Dangel Cullen argues that identity design has evolved from a straightforward exercise in communicating a company's message to a more abstract, creative expression of a company's attitude. She examines more than 20 successful advertising campaigns and goes behind the scenes to reveal what made each design work - why it was successful from a consumer, content and design perspective, and how each company overcame a range of communication and design challenges.

Cheryl Dangel Cullen is a writer and public relations consultant specializing in the graphic arts industry. She is the author of several design books, including Promotion Design That Works, The Best of Annual Report Design and The Best of Direct Response Graphics. She lives in Frankfort, Illinois.