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0 7. IAT 102 Graphic Design. The Menu. Arnhem: Pictures, Symbols and Signs Game-Activity: Logo-Drawing Lecture: Corporate Design, Otl Aicher Paul Rand Presentations. Arnhem: “Pictures, Symbols and Signs”. Next week: Quiz. - Read Sturken “Practices of Looking”

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  1. 07 IAT 102 Graphic Design

  2. The Menu • Arnhem: Pictures, Symbols and Signs • Game-Activity: Logo-Drawing • Lecture: Corporate Design, Otl Aicher • Paul Rand • Presentations

  3. Arnhem: “Pictures, Symbols and Signs”

  4. Next week: Quiz • - Read Sturken “Practices of Looking” • Read Arnhem “Pictures, Symbols, Signs” • Revise your answers from the reading guides

  5. Corporate Identity

  6. Corporate Identity • Corporate Identity is the “Identity” of a Company, institution or organisation • Personality / character of an organisation • Organisation acts consistently • is perceived acting consistently

  7. Corporate Identity • consists of • Corporate Behavior (CB) • Corporate Communication (CC) • Corporate Design (CD)

  8. Corporate Behavior • Behavior of the company • producing technologies • treatment of employees, customers, business partners • cultural, political, social behavior, sustainability etc.

  9. Corporate Communication • Marketing-communication (branding) • internal informations, collaboration between departments • product informations, telephone service, etc.

  10. Corporate Design

  11. History of corporate design • Peter Behrens, 1907-1914, AEG, „face of a company“ • Otl Aicher, HfG Ulm, 1960s, Corporate Identity, Lufthansa, Braun

  12. Otl Aicher – Lufthansa 1962-64 • Values: • - social (for everybody) • - technological • - national (German qualities) • - commercial (not state-run) • - market-oriented (service, quality)

  13. Basic elements of a corporate design • Logo and Logotype • Corporate Typography • Corporate Picture • Corporate Colour • Corporate Architecture • Materials • Design principles / CD-manual

  14. Task of a corporate design • not only design of a company logo • consistent design of all visual components to form a distinctive appearance

  15. Printed matters

  16. Airplaines

  17. Applications

  18. Otl Aicher: • „The outside is a reflection of the inside“ • Designer as a philosopher of the enterprise, who makes their philosophy visible.

  19. Benefits of Corporate Design • visualization of values • distinguishing from the environment • continuity in the appearance towards inside and outside • increase recoginition • motivation of employees, identification

  20. brand architecture • monolithic • supported • individual

  21. Examples

  22. Example HSLU

  23. Clothing concept Migros, Ida Gut, 2005

  24. Corporate Architecture: Masterplan Novartis Campus, Lampugnani, 2002

  25. Logo-Competition • http://www.fcat.sfu.ca/2009/10/05/fcat-logo-competition/

  26. People 50-70ies Paul Rand Corporate Design 1928 Jan Tschichold New Typography 50-60ies Emil Ruder White Space 1961 Muller -Brockmann The Grid 60-70ies Otl Aicher Corporate Design

  27. Announcements • Quiz next week in lecture • FCAT Logo competition from Nov 2nd • Inofficial Office hour: 4:30 Mezz

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