David Preston uses three design agencies in post-war Britain as a prism through which to explore the development of corporate design and the transformation of designer from individual artist to business agent.
David Preston uses three design agencies in post-war Britain as a prism through which to explore the development of corporate design and the transformation of designer from individual artist to business agent.
1. Preface/Introduction 2. A macro history of corporate branding - Overarching tropes in the treatment of corporate branding - The history of corporate branding as a programmatic endeavor 3. An introduction to corporate brand systems in Britain - The 'end of the ideas poster' and the emergence of corporate brand systems - Locating corporate brand systems in the post-war socio-economic context 4. The developing discourse of corporate branding in Britain 5. The coordinated brand: The practical rationality of Hans Schleger & Associates -The development of Hans Schleger & Associates -Defining the role of the trademark -Control systems at Hans Schleger and Associates 6. Reconfiguring brand practice: The systematic methods of Henrion Design Associates - The development of Henrion Design Associates -'Systematic methods in design co-ordination' -The 'collective enabling enterprise' of design coordination as mapping 7. Setting brand standards: Design Research Unit and the design manual as an instrument of control - The development of the Design Research Unit -Evolving instruments of control: from recommendations to standards
1. Preface/Introduction 2. A macro history of corporate branding - Overarching tropes in the treatment of corporate branding - The history of corporate branding as a programmatic endeavor 3. An introduction to corporate brand systems in Britain - The 'end of the ideas poster' and the emergence of corporate brand systems - Locating corporate brand systems in the post-war socio-economic context 4. The developing discourse of corporate branding in Britain 5. The coordinated brand: The practical rationality of Hans Schleger & Associates -The development of Hans Schleger & Associates -Defining the role of the trademark -Control systems at Hans Schleger and Associates 6. Reconfiguring brand practice: The systematic methods of Henrion Design Associates - The development of Henrion Design Associates -'Systematic methods in design co-ordination' -The 'collective enabling enterprise' of design coordination as mapping 7. Setting brand standards: Design Research Unit and the design manual as an instrument of control - The development of the Design Research Unit -Evolving instruments of control: from recommendations to standards
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