From the course: Learning Graphic Design History
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American corporate identity
From the course: Learning Graphic Design History
American corporate identity
- Throughout the 1950s and 1960s the American corporation was viewed as leading the way toward a great big beautiful tomorrow. Corporations embodied the values of the 1950s: conformity, order, hierarchical power structures, and security. Employees expected to work at the same corporation for their entire career. With hard work they would climb the corporate ladder from the mail room to CEO, slowly providing a better life for their family. Before the 1950s, corporate identity was a rather casual affair. Divisions often created their own version of logo and were autonomous in their design choices. A group of ten executives might have ten distinctly different letterhead designs. As corporations grew and expanded, the lack of visual consistency became a problem. Creating a cohesive identity program solved multiple problems. Functionally, for example, an entire company now used one business card or letterhead design. This allowed for centralized purchasing of printing and reducing costs…
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