Branding is a kind of alchemy where form, color, typography, image, sound, and movement combine. How do these elements affect our perception of companies and products? From Netflix and Instagram to Nike and Deutsche Bank, this volume breaks down the DNA of the design elements that define the world’s most recognizable brands.

At the end of the 19th century, symbols and names began to be used to identify different products. Shortly after came corporate colors, then custom typography and style guides for brochures, posters, and packaging. A century later, the digital revolution has brought a new range of media, brand touchpoints, and consumer experiences. Today, designers and brand managers must continue to question established principles to operate in these new scenarios. The works gathered here demonstrate that the creation and redesign of great brands always rely on conceptual individuality and visual originality.

Jens Müller and Katharina Sussek have organized over 100 case studies into 17 chapters, each dedicated to a fundamental element of brand identity, and have conducted extensive interviews with two design giants: Paula Scher and Michael Bierut of Pentagram, the creative minds behind some of the world’s most famous brands.

From logo creation to the development of pictogram systems, through the use of sound or moving images to generative AI, this volume delves into the multifaceted work of creative studios and design departments of companies and institutions worldwide. An absorbing read and likely the most comprehensive book on contemporary branding.