Today’s consumer is blitzed with millions of images every day. Companies hoping to grab that consumer’s attention need a memorable, eye-catching identity that will make a favorable and lasting impression in the consumer’s mind. That formidable job falls to graphic designers and advertising executives. This original book takes an intimate, in-depth look at the evolving realm of identity design and highlights the cutting-edge graphic design strategies that have set leading companies apart from the crowd. Author Cheryl Dangel Cullen argues that identity design in general has evolved from a straightforward exercise in communicating a company’s message to a more abstract, creative expression of a company’s attitude. She examines more than 20 successful identity campaigns, going behind the scenes to reveal what made each design work; why it was successful, from a consumer, content, and design perspective; and how each company has overcome a range of communication and design challenges. Including examples from high-brow corporations to high-tech startups, from children’s marketing to the retail market, this helps help professionals create graphics that clearly communicate not just what their clients sell but who they are. Cheryl Dangel Cullen is a writer and public relations consultant specializing in the graphic arts industry. She is the author of several design books, including Promotion Design That Works, The Best of Annual Report Design and The Best of Direct Response Graphics. She lives in Frankfort, Illinois.