Identity Design that Works: Secrets for Successful Identity Design

Front Cover
Rockport Publishers, 2003 - Design - 159 pages
Today's consumer is blitzed with millions of images every day. Companies hoping to grab that consumer's attention need a memorable, eye-catching identity that will make a favorable and lasting impression in the consumer's mind. That formidable job falls to graphic designers and advertising executives. This original book takes an intimate, in-depth look at the evolving realm of identity design and highlights the cuttingedge graphic design strategies that have set leading companies apart from the crowd. Author Cheryl Dangel Cullen argues that identity design in general 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 30 successful identity campaigns, going 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 has overcome a range of communication and design challenges. Including examples from high-brow corporations to high-tech startups, from children's marketing to the retail market, this book will help professionals create graphics that clearly communicate not just what their clients sell but who they are.

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About the author (2003)

Cheryl Dangel Cullen operates Cullen Communications, Inc., a marketing and consulting firm. She writes for several major graphic design and marketing publications and has authored several books for Rockport. She lives in Frankfort, Illinois.

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