75th Anniversary Issue: Visible Difference

By Cowlett, Mary | Marketing, March 7, 2007 | Go to article overview

75th Anniversary Issue: Visible Difference


Cowlett, Mary, Marketing


Great design is timeless, with many classic brand identities still resonant today. Mary Cowlett reports.

Transport a housewife from the 30s to a supermarket today and she might be baffled by bar codes and regulatory information. Many of the names and packaging, though, would be strikingly familiar. Brands such as Guinness, Cadbury and Kellogg date back to the 19th century, and many designs, such as Brasso's distinctive sunburst and Guinness' harp, are still in use.

The power of design was understood in the 30s. The decade spawned a design icon in Penguin books, whose logo, designed by Edward Young, was matched by a distinctive colour-coded system for its covers, allocated by the series the book belonged to: orange for fiction, green for crime fiction, maroon for travel and dark blue for biography.

The 30s and 40s also saw an influx of continental emigres. Artists such as FHK Henrion (who created Surrealist-inspired Ministry of Information posters in World War II and identities for companies including KLM Royal Dutch Airlines and BEA), Hans Schleger and the typographer Jan Tschichold brought a bit of Bauhaus to the UK. 'Their style was clean and geometric, with asymmetric layouts that still look good and feel modern,' says Atelier Works creative director Quentin Newark. In the US, this was matched by the work of Raymond Loewy, who developed the Lucky Strike and Shell logos.

It was not until the 60s that the idea of design and branding became mainstream. The impetus for this shift came from figures including Terence Conran, whose Conran Design Group launched Habitat in 1964, introducing the idea of stylish, affordable and practical design to the mass market.

Other influential figures include the late Alan Fletcher, who, through Fletcher Forbes Gill and later Pentagram Design, transformed the practice of visual communication from a decorative add-on to a key element of corporate thinking. His work encompassed Pirelli posters, Phaidon Press book jackets and identities for organisations including Reuters and the Victoria & Albert Museum.

In the corporate identity arena, in 1965, Michael Wolff and Wally Olins set up their eponymous agency to create distinctive identities for companies as diverse as building firm Bovis, with its humming-bird, and venture-capitalists 3i. 'It marked an understanding that companies could project an image of themselves by the consistency of their looks, buildings, behaviour and people,' says Olins.

Ever since, business has taken the idea that design and branding are not just product-related, but directly linked to the intangibles of the customer experience. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

75th Anniversary Issue: Visible Difference
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.