In a world where computer graphics provide a more professional finish to both good and bad design, the distinguishing factor is the strength of the core idea. This volume offers 100 observations into pivotal points in creating or developing the ideas that drive corporate and brand identity. This full-colour book will delve into the principles, theory and design processes that help generate movement from the germination of a concept to the genesis of a well-known and recognisable design of a brand or corporate identity.


Also available: Beyond the Symbol: Thoughts on a Broader Visual Language ISBN 9781864706673, One Hundred and Fifty Thoughts About Trademarks, Symbols, and Logotypes ISBN 9781864706666, Recognise Me ISBN 9781864706642.