My first position out of Art Center College of Design was with Saul Bass in Hollywood. As you may know, Saul was a pioneer in defining corporate identity as a strategic marketing discipline. His firm developed identity programs for major international companies such as AT&T, Exxon, United Airlines, Warner Communications and dozens of others. Saul also […]
There exist innumerable reasons why a company decides to change its corporate identity. Perhaps the identity has become dated and is inconsistent with the company’s strategic marketing objectives. Or management wishes to signal a change in competency or culture. Maybe a new company is created as a result of a merger or acquisition. The reasons […]
Since 1872, Ringling Bros. and Barnum & Bailey’s Circus has leveraged its slogan, “The Greatest Show on Earth” to international renown. But back in the early ‘60s, along came the state of Utah promoting its local ski industry with the slogan, “The Greatest Snow on Earth.” Learning of Utah’s application for a federal (nationwide) […]
Lindon is equally adept at strategy and design but what has impressed me most is his passion for understanding what Brazil is and who Brazilians are. This insight led to our new identity truly resonating in the marketplace.