Archive for March 20th, 2013

The Phaidon Archive of Graphic Design Companion, Part VI Identity

1 comment March 20th, 2013

The next category in The Phaidon Archive of Graphic Design is Identity. To the extent that a book cover, for instance, establishes identity and can be part of a larger “package” that could include ads, posters, websites, etc., I guess I understand the idea of Identity. But a true Identity element is used in those different ways: in print, packaging, video, and so on.

The Archive shows some powerful and effective pieces. They demonstrate some very well-known examples of brand in the twentieth century.

ibm

mobil

lufthansa

swissair

tokyo_olympics

munich_olympics

mexico_city_olympics

As book design is my area, this category is the first one I viewed a something of an outsider. Even film graphics were something I felt common ground with, as I once wrote film criticism for a couple of arts papers and remain a real movie buff. But from “outside” this category I still see a number of impressive examples of typography and graphics working together.

tropon

aeg

herman_miller

beauty&the_beast

salt

All the pieces, including ones I have not displayed here, can serve to stimulate both students and practicing graphic artists. And inspiration is almost always worth the price of admission. Even—or perhaps especially—when the identity established is a horror, there is something to be learned about how visuals can move us.

swastika


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