Redesigning Identity

Branding a new identity is a daunting challenge, but redesigning identity is even more difficult. The designer must reveal the client company's new inner self in a way that underscores both the benefits of, and the need for, change. This volume analyses 25 successful graphic redesign projects created by leading designers from around the world. Through examples ranging from Coca Cola to Hong Kong Travel, readers learn how the best identity programs help companies modernize, reposition, manage change, promote growth and start over.