BEYOND LOGOS : NEW DEFINITIONS OF CORPORATE IDENTITY. Este artículo no está disponible.BEYOND LOGOS : NEW DEFINITIONS OF CORPORATE IDENTITY

Corporate identity, the design and marketing buzzphrase of the 1980s and 90s, has undergone a revolution since then. Now the talk is of branding. With the growth of globalization and the increasing realization among corporations large and small that this is their only way of distinguishing themselves, large sections of the design industry have adapted to offer new services and meet the new branding challenges. This book identifies and deconstructs the kind of corporate move that turns a footwear store into a "cathedral". It tracks the rise of the brand and pinpoints the role played by design companies in creating the experience economy - a world in which corporations do not have identities but brands, visions, big ideas.

Claire Dowdy is the former features editor of design industry journal DesignWeek and is now news editor of wallpaper* magazine. She writes on design and branding for the The Financial Times, Blueprint and Graphics International.