Corporate Modernism
企業モダニズム / 1950s–1970s / Style / Contemporary Branding
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.
Abstract geometric marks / Standards manuals / Gridded application discipline / Single-color strength
Dictionary entry
- Best used for
- Comparing primary sources and canonical works · Extracting principles that transfer to other media
- Type
- Observe the letters, signs and scale of reference works
- Composition
- Extract the one structure that governs gaze and information
- Material
- Verify the materials and behaviors specific to era, region and process
- Caution
- Don't reduce it to surface signs. Verify the context of era, region, technology and makers.
- Further study
- Paul Rand's IBM / the NASA Graphics Standards Manual / Chermayeff & Geismar