The Corporate Search for Visual Identity, 1970 by Ben Rosen [IBM, RCA, CBS, Xerox, Westinghouse and more]

The Corporate Search for Visual Identity: A Study of Fifteen Outstanding Corporate Design Programs by Ben Rosen, 1970. Van Nostrand Reinhold, New York, USA. 12.25 x 9.25, 259 pages. Design by Ben Rosen.

From the Preface by Ben Rosen dated July 21, 1969: “Visual identity is the visual essence of any thing or any idea. The way one visualizes a corporation, a product, or a service, is the visual identity one attributes to it. In this sense, it is a form of information and a fast, persuasive, high-impact element of communication.”

Several thoughtful introductory texts—Shaping the Corporate Image, Launching the Program, and The Program Under Way—examine the evolving relationship between corporations and the world around them, as well as the challenges and processes involved in developing a visual identity program. They explore the relationship between “image” (how a company is perceived) and “visual identity” (the way it looks), the importance of a strong visual identity, the decision to undertake such a program, the selection of a designer, the collaboration between designer and company at each stage, and the practical execution of the program.

Followed by (15) visual identity programs noted for their excellence in capturing the character and spirit of American and Canadian companies. Case studies include: Canadian National Railways, CBS, Devoe, Eastern Airlines, IBM, The Man with the Golden Arm, Mobil, Olivetti Underwood, Peter Paul and Mary, RCA, Restaurant Associates [La Fonda del Sol], Royal Bank of Canada, Torrington, Westinghouse and Xerox. This volume concludes with a text about the urgent necessities (i.e. must-dos) of corporations. Each program is richly illustrated with black and white examples and in-situ photographs. An insightful book with many noteworthy examples!

A very good hardcover with a slightly skewed spine, a NYC designer's stamp inside and heavy toning to 1-2 pages. In the original, good dust jacket with tears and paper loss along the edges and spine head and heel. Condition reflected in the reduced price.