Identity Design That Works Paperback / softback

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.