Corporate Image Identity Design (Modern Art and Design Series Textbooks)

Author: Yu Tao Compiler/Nationality:
Publisher:
Publishing Date: 2005-03-01
Features:
1. History and Development
Image identity design, as a cultural phenomenon, implies a fundamental function and concept—identification. On a grand scale, it encompasses a nation's governance policies, development strategies, foreign policies, national flags, national anthems, etc. On a small scale, it reflects the factors of image identity in an individual's name, speech, demeanor, and spirit. Corporate image identity design is a product of market development and competition in the process of commodity economy. Incorporating image identity as a system into corporate operational activities can be traced back to the German AEG electrical company. In 1914, the renowned designer Peter Behrens vividly and playfully applied the electrical trademark he designed to the packaging, advertisements, posters, and letterheads of electrical products, creating a unified visual style to distinguish them from other electrical products. This can be considered the prototype of introducing corporate image identity design. With the post-war economic recovery, corporate competition intensified, and the identification strategies between companies became increasingly systematic and theoretical. In 1955, the American IBM company pioneered the integration of corporate image identity design systems as a management tool into corporate reforms, starting with the corporate logo and carrying out a series of identification designs distinct from other commercial designs. The IBM logo, designed by Paul Rand (Pau[Rand), composed of blue horizontal lines, perfectly embodies IBM's philosophy and high-tech characteristics. In the early 1970s, the American L