This original book takes an intimate, in-depth look at the evolving realm of identity design and highlights the cutting- edge graphi design strategies that have set leading companies apart from the crowd. Author Cheryl Dangel Cullen explores how identity design in general has evolved from a straight forward exercise in communicating a company's message to a more abstract, creative expression of a company's attitude. She examines more than twenty successful identity campaigns, going 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 has overcome a range of communication and design challenges. Including examples from high-brow corporations to design firms, from children's marketing to the retail market, this book will help professionals create graphics that clearly communicate not just what their clients sell but who they are.

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