A good read? Corporate literature and brand stories: Alessi SpA as a case study

Research output: Chapter in Book/Report/Conference proceedingChapter


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 languageEnglish
Title of host publicationReading Graphic Design in Cultural Context
EditorsGrace Lees-Maffei, Nicolas P. Maffei
Place of PublicationLondon
PublisherBloomsbury Publishing
Number of pages19
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
Publication statusPublished - 7 Feb 2019


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