Redesigning Identity: Graphic Design Strategies for Success - Hardcover

Fishel, Catharine

3.85

13 ratings by Goodreads

9781564966247: Redesigning Identity: Graphic Design Strategies for Success

Hardcover

ISBN 10: 1564966240 ISBN 13: 9781564966247

Publisher: Rockport Pub, 2000

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Image is king.

And visual identity is its signature. How do top firms redesign this graphic signature without losing ground? Open these pages and explore twenty-five graphic redesign projects from an international group of designers: Take a state-of-the-industry look at identity programs that modernize, reposition, define, and spell renewed success.

Thirty profiles trace the process of redesigning a company’s graphic identity: before-and-after examples, false starts, sketches, processes, and finished works of design from South Africa, Mexico, Hong Kong, England, Korea, Italy, Norway, China, and the United States.

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From the Inside Flap:

A good branding identity must cross over all of a companys divisionspublic relations, advertising, legal, whatever. Thats why its so electrifiedan identi-ty has to represent a lot of values. But a company can be kind of schizophrenic about what it wants to communicate because of this.

"Graphic designers have to become jour-nalists for the client. We report on what they represent, ask tough questions and then create a dialogue that can become memorialized in the identitys content. The content might be latent, not really obvious to anyone. But the brand comes to symbolize those qualities.

"Think of creating a new identity as if you are planning an experience for someone, just as a director might plan out a movie. What do you want them to experience? After you agree on that, you can start the writing and the casting."

Ron MirieIIo,
from chapter one, "Repositioning"

About the Author:

Catharine Fishel runs Catharine & Sons, a full-service editorial company that specializes in working with designers and related industries. The editor of Dynamic Graphics magazine, she frequently writes for Step-By-Step Graphics, PRINT, DesignNet, and other trade publications. She is author of Paper Graphics and Minimal Graphics.

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