The Development of Corporate Design

1. Preface/Introduction 2. A macro history of corporate branding — Overarching tropes in the treatment of corporate branding — The history of corporate branding as a programmatic endeavor 3. An introduction to corporate brand systems in Britain — The ‘end of the ideas poster’ and the emergence of corporate brand systems — Locating corporate brand systems in the post-war socio-economic context 4. The developing discourse of corporate branding in Britain 5. The coordinated brand: The practical rationality of Hans Schleger & Associates —The development of Hans Schleger & Associates —Defining the role of the trademark —Control systems at Hans Schleger and Associates 6. Reconfiguring brand practice: The systematic methods of Henrion Design Associates — The development of Henrion Design Associates —‘Systematic methods in design co-ordination’ —The ‘collective enabling enterprise’ of design coordination as mapping 7. Setting brand standards: Design Research Unit and the design manual as an instrument of control — The development of the Design Research Unit —Evolving instruments of control: from recommendations to standards