• Steven Heller

Brandade: 5 Cents

In the annals of Corporate Identity Manuals, the most interesting of the many that go down in design history is for David’s Lemonade. “Unity, clarity and consistency, as defined and explained in this manual are essential to this program,” notes David. “Proper implementation can result in an extremely powerful marketing tool for our corporation.” This is the ID system and brand recognition all good business persons long for. A propriety font, a logo to make you pucker, an indelibly memorable color and a packaging and display system to die for. As the lemonade industry goes this is tartest of the tart. As brands go, it is the top banana.

Folio was published by the Sanders Printing Corporation “as a tribute to individuals an organizations whose work in graphic communication merits acclaim. This issue, Number 15 was conceived and designed by Fulton+Partners Inc., NYC. (James F. Fulton, design director; Denis R. Larkin, director of graphic design; Ann Lee Polus , graphic designer.

#brandidentity #corporatedesign #corporateidentity

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About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes frequently for Wired and Design Observer. He is also the author of over 170 books on design and visual culture. He received the 1999 AIGA Medal and is the 2011 recipient of the Smithsonian National Design Award.View all posts by Steven Heller →