The Elements of Brand Design

Branding is a kind of alchemy, conjured from form, color, typography, imagery, sound, and motion. How do these elements work their magic on the way we perceive companies and products? From Netflix and Instagram to Nike and Deutsche Bank, this volume deconstructs the design DNA of recognizable brands from all over the world.

From the late 19th century, symbols and names were used to identify different products. Soon after, corporate colors arrived, then custom typefaces, and ‘house styles’ fo...