{"id":"corporate-modernism","no":329,"name":"Corporate Modernism","ja":"企業モダニズム","era":"1950s–1970s","family":"現代ブランド","kind":"スタイル","collection":"Dictionary expansion 16","addedAt":"2026-08-18","source":{"title":"Standards Manual（デザインマニュアル復刻版元）","url":"https://standardsmanual.com/"},"reference":{"status":"verified","pageUrl":"https://standardsmanual.com/","credit":"Standards Manual（デザインマニュアル復刻版元）"},"essence":"ランドやチャマイエフらが確立したCIの黄金期。幾何学ロゴ、グリッドのデザインマニュアル、一貫適用の規律が、企業を近代主義の抽象言語で語る存在に変えた。","cues":["幾何学の抽象ロゴ","デザインマニュアル","グリッドの適用規律","単色の力強さ"],"intents":["信頼","技術","高級"],"works":["一次資料と代表作から成立条件を比較する","別媒体へ応用できる構成原理を取り出す"],"recipe":{"type":"参照作品の文字・記号・スケールを観察する","layout":"視線と情報を支配する構造を一つ抽出する","material":"時代・地域・制作工程に固有の素材と挙動を確認する"},"avoid":"表面的な記号へ還元せず、時代・地域・技術・制作主体の文脈を確認する。","colors":["#e9e6dd","#67635d","#171615"],"motif":"graphic","pair":["swiss","ulm-school"],"study":["ポール・ランドのIBM","NASA Graphics Standards Manual","チャマイエフ&ガイスマー"],"en":{"essence":"The golden age of corporate identity established by Rand, Chermayeff and their peers: geometric marks, gridded standards manuals and disciplined application speaking for corporations in modernism's abstract language.","cues":["Abstract geometric marks","Standards manuals","Gridded application discipline","Single-color strength"],"works":["Comparing primary sources and canonical works","Extracting principles that transfer to other media"],"recipe":{"type":"Observe the letters, signs and scale of reference works","layout":"Extract the one structure that governs gaze and information","material":"Verify the materials and behaviors specific to era, region and process"},"avoid":"Don't reduce it to surface signs. Verify the context of era, region, technology and makers.","study":["Paul Rand's IBM","the NASA Graphics Standards Manual","Chermayeff & Geismar"]}}