Abstract
Visual identity, corporate identity, brand identity, brand stories and logo design work together to tell consumers about the products and services they consume. Through these practices graphic designers seek to unify the visual appearance of businesses or other organizations. In its focus on corporate identity, corporate literature and brand stories this chapter develops some of the issues raised in Chapter 1, on semiotics and branding, and Chapter 2, on uniformity and flexibility in logo design, which explored the variations that can be introduced while maintaining a coherent and recognizable brand identity. This chapter explores corporate identity through the case study of Alessi SpA, an Italian household goods company known worldwide for its design-led approach and output. In particular, this chapter looks at two instances in which corporate literature have functioned to change the narrative of Alessi goods: a shift downmarket in the 1990s and the incorporation of a new product into Alessi’s catalogue in 2010. Although Alessi sells product design, the case study here is one of brand stories which will interest graphic designers working for corporate clients of various kinds....
Original language | English |
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Title of host publication | Reading Graphic Design in Cultural Context |
Editors | Grace Lees-Maffei, Nicolas P. Maffei |
Place of Publication | London |
Publisher | Bloomsbury Publishing |
Chapter | 7 |
Pages | 125-143 |
Number of pages | 19 |
Edition | 1 |
ISBN (Electronic) | 978-1-4742-9380-8, 978-0-8578-5802-3, 978-1-3500-1558-6 |
ISBN (Print) | 978-0-8578-5800-9, 978-0-8578-5801-6 |
DOIs | |
Publication status | Published - 7 Feb 2019 |