Книги по теории дизайна

A revised and expanded edition of Michael Bierut’s classic monograph, featuring six new projects and using examples from a portfolio spanning his full career to date

Logos, packages, signs, publications, websites: in the modern world we are surrounded by graphic design. Where does it come from? Why does it look that way? What is it supposed to do?

How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world is the career monograph from graphic designer Michael Bierut. Using examples from a portfolio spanning five decades, Bierut provides the answers, describing three dozen projects from start to finish, with insights into the creative process, his working life, his relationship with clients, and the challenges that any creative person faces in bringing innovative work into the world today.

About the Author:

Michael Bierut has practised every genre of graphic design, from books and posters to packaging and signage, for a broad range of clients. He has won hundreds of design awards and his work is represented in the permanent collections of the Museum of Modern Art and the Metropolitan Museum of Art in New York. Bierut is both a senior critic at Yale’s School of Art and a fellow of its School of Management.

The First Edition Contents List:

Introduction • 32 projects: 1. How to destroy the world with graphic design • 2. How to be a graphic designer in the middle of nowhere • 3. How to think with your hands • 4. How to put a big sign on a glass building without blocking the view • 5. How to have fun with a brown cardboard box • 6. How to disorient an architect • 7. How to shut up and listen • 8. How to fit eleven pounds of type in a ten-pound bag • 9. How to get where you want to be • 10. How to find out who you are • 11. How to write a picture book • 12. How to be fashionably timeless • 13. How to make a museum mad • 14. How to investigate a murder • 15. How to restore an organisation’s soul • 16. How to design two dozen logos at once • 17. How to set a table • 18. How to raise a billion dollars • 19. How to brand a fantasy • 20. How to win a football game • 21. How to cross cultures • 22. How to name the baby • 23. How to run a marathon • 24. How to transcend style • 25. How to make a mark • 26. How to avoid the obvious • 27. How to be grateful • 28. How to contemplate the infinite over scrambled eggs • 29. How to run your very own island • 30. How to officiate a marriage • 31. How to fly • 32. How to save the world with graphic design

24 global, generous, and galvanizing principles to overhaul the way we think and to inspire massive change

Bruce Mau has long applied the power of design to transforming the world. Developed over the past three decades, this remarkable book is organized by 24 values that are at the core of Mau's philosophy. MC24 features essays, observations, project documentation, and design work by Mau and other high-profile architects, designers, artists, scientists, environmentalists, and thinkers of our time. Practical, playful, and critical, it equips readers with a tool kit and empowers them to make an impact and engender change on all scales.

About the author:

Bruce Mau is chief design officer of Freeman, one of the world's largest brand-experience companies, and co-founder/CEO of Massive Change Network (MCN), a Chicago-based global design consultancy. Mau has been a visiting scholar at institutions globally, and lectures widely. He became an international figure with the publication of landmark volume S,M,L,XL and authored Life Style, Spectacle and Massive Change,

Reflections and practical action for the rapidly evolving discipline of visual communication.

The professional field of communication design is undergoing radical changes: An excessive flood of information, artificial intelligence, social media, easily accessible graphics tools, efficiency and cost pressure – all of this is putting pressure on communication designers, as a result of which they hardly have any time to think about their own actions. But more than ever before, the circumstances warrant a broad education and require us to think beyond the confines of our own profession.

This manual responds to the current situation in order to reconcile the discipline’s societal relevance with professional practice. Using examples and implementable suggestions, the authors worked out what really matters in visual communication today. They describe the interlinking of a wide range of fields along with their far-reaching consequences and take a close look at the current challenges. In addition, they examine the criteria that make up good design in great detail. The theme that runs through the entire book is as follows: Communication design is always the result of the mindset of the people who operate within it. They decide how their actions influence communication, what values it conveys, and how we experience the world around us.

_Analysis of the state of the profession
_Depiction of what is important in visual communication
_Reflection on mindset and attitude
_Packed with know-how, examples and impulses

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Communication design is undergoing radical changes: an overabundant flood of information, fake news, bots, AI, social media, crude graphic tools on the Internet as well as the speed of processes and increasing pressure to be efficient, coupled with increased competition in the design sector and sometimes precarious working conditions. All of these factors put creatives in the field under pressure, leaving them little time to reflect on their own work. This handbook responds to the current situation by shedding new light on the societal relevance of the discipline in the context of professional practice.

The authors use their extensive expertise, practical work examples, and actionable suggestions to identify what really matters in visual communication. They describe the far-reaching interconnectedness of design with a wide range of issues and deal intensively with the current challenges. The overarching leitmotif is that communication design is always the result of the attitude of its protagonists – this compendium makes clear how their actions influence communication, what values are conveyed, and what our visual world looks like as a result.

About the Authors:

Ulysses Voelker initially trained as a deckhand and completed an apprenticeship as a carpenter and worked in these professions before beginning his studies in communication design. After working as an art director, Voelker set up his own design studio. At the same time, he taught as a lecturer in typography and was appointed to Mainz University of Applied Sciences in 2000, where he taught until his retirement in 2019.
Communication designer Michael Schmitz worked at the Designlabor Gutenberg in Mainz for several years during his studies and beyond. He has been running his own studio in Cologne since 2017.

An essential book for anyone involved or interested in the process of digital brand building and digital communication design

Digital design plays a crucial role in how customers experience a brand. However, corporate websites and online shops are now only part of interactive brand identity. Digital touchpoints are becoming more widespread and more complex in their design demands, embracing apps, chatbots, interactive billboards, virtual and augmented reality and more. The interface is now the brand, which means that conception, design and technology must go hand in hand at every stage, keeping the needs of users front and centre.

This extensively updated edition of Branded Interactions is an essential handbook for professional digital designers and those just starting out. It guides the reader through the process of digital brand design in five key phases: discovering a demographic, defining an action plan, designing an interface, delivering a quality product, and distributing the design to the market. Packed with real-world examples from brands like Google, Amazon and Lego, it incorporates a wealth of practical design advice and diagrams to help build a solid framework for any project – incorporating brand strategy at every stage while remaining flexible enough to let creativity shine.

About the Author:

Marco Spies and Katja Wenger are partners at think moto, a Berlin-based design consultancy, and co-founders of two highly successful tech start-ups.

In the early 1960s, Italian design legend Bruno Munari published his visual case studies on shapes: Circle, Square, and, a decade later, Triangle. Using examples from ancient Greece and Egypt, as well as works by Buckminster Fuller, Le Corbusier, and Alvar Aalto, Munari invests the three shapes with specific qualities: the circle relates to the divine, the square signifies safety and enclosure, and the triangle provides a key connective form for designers.

One of the great designers of the twentieth century, Munari contributed to the fields of painting, sculpture, design, and photography while teaching throughout his seventy-year career. After World War II he began to focus on book design, creating children's books known for their simplicity and playfulness.

- For the first time, this trilogy is published as a single volume, in an affordably priced paperback that is sure to catch the eye of longtime Munari fans, as well as introduce his creative theories to new audiences.
- The first time these studies on shapes will appear in a single volume.
- Munari is one of the great designers of the twentieth century, with a wide following within the graphic design and art-world communities.
- "Bruno Munari is the Leonardo of our time."—Pablo Picasso

About the Author:

Bruno Munari was one of the greatest graphic designers of the twentieth century.

One of the last surviving members of the futurist generation, Bruno Munari's Design as Art is an illustrated journey into the artistic possibilities of modern design translated by Patrick Creagh published as part of the 'Penguin on Design' series in Penguin Modern Classics.

'The designer of today re-establishes the long-lost contact between art and the public, between living people and art as a living thing'

Bruno Munari was among the most inspirational designers of all time, described by Picasso as 'the new Leonardo'. Munari insisted that design be beautiful, functional and accessible, and this enlightening and highly entertaining book sets out his ideas about visual, graphic and industrial design and the role it plays in the objects we use everyday. Lamps, road signs, typography, posters, children's books, advertising, cars and chairs - these are just some of the subjects to which he turns his illuminating gaze.

How do we see the world around us? The Penguin on Design series includes the works of creative thinkers whose writings on art, design and the media have changed our vision forever.

Bruno Munari (1907-1998), born in Milan, was the enfant terrible of Italian art and design for most of the twentieth century, contributing to many fields of both visual (paint, sculpture, film, industrial design, graphics) and non-visual arts (literature, poetry). He was twice awarded the Compasso d'Oro design prize for excellence in his field.

If you enjoyed Design as Art, you might like John Berger's Ways of Seeing, also available in Penguin Modern Classics.

'One of the most influential designers of the twentieth century ... Munari has encouraged people to go beyond formal conventions and stereotypes by showing them how to widen their perceptual awareness'
International Herald Tribune

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Пролистать книгу Design as Art: Bruno Munari на Google Books.

Muji's art director shares his own personal creative process.

Kenya Hara inspires the world with his impeccable design, from the subtle atmospheres and environments he creates as the art director of Muji and his ethereal exhibition designs to his simple everyday objects, packaging and books. His design aesthetic can be traced back to a private practice: the diligent drafting of ideas and forms in delicate sketches and drawings that ultimately develop into compelling solutions. For the first time in his career, Hara gives insight into the captivating early stages of his design process.

Ranging from tentatively sketched beginnings to confident designs of complex concepts, "Draw" immerses readers in the renowned designer's 40-year-long process of sketching and drawing by hand, leaving no doubt about the origins of his authentic designs. From Olympic logos to silhouettes of dogs and detailed drawings of knots, Hara's drawings are as expansive in subject matter as they are minimalist. Their technical skill engenders a true appreciation for draftsmanship, and could motivate even the most art-averse person to start doodling. Set to inspire the next generation of creatives, "Draw" is a gentle, persuasive call for the return to analog processes in the design cycle.

About the Author:

Kenya Hara (born 1958) is a Japanese graphic designer, author, curator, professor at the Musashino Art University in Tokyo and art director for MUJI. He has been awarded many prizes, including the Japanese Cultural Design Award. Hara is the author of "White", "100 Whites", "Designing Design" and "Designing Japan".

For Kenya Hara, design begins with the comprehension of the unknown. The explosion of knowledge available to us today can be dangerous for a designer’s creativity. The concept of exformation, to which a chapter was already devoted in Designing Design, continues to preoccupy the Japanese designer. In contrast to information, exformation describes how little we really know and thus becomes the starting point for any type of design. Hara states: “What moves people’s hearts, in every case, is the unknown. Things that people already know don’t excite them.”

Based on a range of projects stemming from Kenya Hara’s teaching at the Musashino Art University, the book describes what exformation can look like in design practice and how this concept alters our classic understanding of information design. Following the path embarked on in Designing Design and its successor, White, Ex-formation continues to explore the void, absence and indeterminacy in contemporary design.

Each year, roughly a dozen students come together at the prestigious Musashino Art University, joining Hara in an attempt to make things unknown. Ex-formation presents their collective efforts, resulting in a book of incredibly beautiful, humorous and thought-provoking design and writing.

About the Author:

Kenya Hara (*1958) is considered the most influential designer of present-day Japan. After graduating in design from the Musashino Art University of Kodaira in 1983, he worked as a curator and graphic designer before taking on the role of art director at Muji in 2002. Hara is president of the Nippon Design Center Inc., and head of the department of Science of Design at Musashino Art University. He has published widely on his design theory, including the books Designing Design (2007), White (2009), Designing Japan (2018), and 100 Whites (2019).

A unique exploration of the close relationship between art and design, explored through the historic and contemporary fabric designs of Liberty, where avant-garde art has influenced the colourful, geometric collections for more than half a century

Liberty is renowned internationally for its fabrics, especially its floral patterns, but it also has a long history of developing bold, geometric designs. Many of these have been inspired by early 20th-century avant-garde art, notably by the Italian Futurists – by artists such as Giacomo Balla and Umberto Boccioni – and their English contemporaries the Vorticists, including Christopher Nevinson and Edward Wadsworth.

In anticipation of Liberty’s 150th anniversary, esteemed couturier and interior designer Federico Forquet has curated a striking new range of fabrics – the FuturLiberty Collection – that carries Liberty’s creative heritage into our own age.

The Futurist and Vorticist art that lies behind the new designs is explored by specialists Ester Coen and Richard Cork, while archivist Anna Buruma examines Liberty’s rich history of avant-garde designs. By illuminating the process by which the FuturLiberty Collection came into being, this highly visual study also reveals how art can inform design, making it contemporary, relevant and engaging.

About the Author:

Ester Coen is an expert on Italian Futurism and the international avant-garde. She has been Associate Professor at the University of Florence and Professor at the universities of Udine and L’Aquila. Richard Cork is an art historian, critic, curator and broadcaster. He has been an art critic for the Evening Standard, The Listener, The Times and the New Statesman, and is a past Turner Prize judge.

Following the worldwide success of his Poemotion trilogy, Takahiro Kurashima presents a stunning new title. In Moirémotion, the motifs are combined to form a visual narrative that is revealed when the static basic image is set in motion by means of the striped foil. Then an astonishing panorama of unseen moirés and patterns unfolds. The artist uses the digital tools for his creations in a virtuoso manner. At the same time he continues to catch up with the great models of kinetic art. Moirémotion is a school of vision and offers contemplative recreation for our eyes.

About the Author:

Takahiro Kurashima studied at the Musashino Art University and has lived in Tokyo since 1993. As an artist and designer, he collaborates with artists from different genres such as fashion, design, music and cartoons. Kurashima’s Poemotion 1–3 series has sold almost 100.000 copies worldwide.

Plastic has shaped our daily lives like no other material. Originally associated with convenience, progress, even revolution, today plastic seems to have lost its utopian appeal. Plastic is everywhere, yet most conspicuous as waste and as a key factor in the global environmental crisis. This book examines the success story of plastic in the twentieth century and at the same time presents the different discourses on how we should manage the waste the material produces and also find solutions that take into account its entire life cycle in the future.

Mark Miodownik, Susan Freinkel, and Nanjala Nyabola each contribute an essay that sheds light on the history of plastics from 1850 to today. A material-rich visual chronology illustrates how consumers’ perception of plastics has changed over the decades. Brief descriptions of a selection of 50 objects examine the importance of plastics for material culture. Reprints of fundamental texts about the history of plastics ― for example by Alexander Parkes and Roland Barthes ― provide a context from the history of ideas.

The book reflects the current discourse and state of research on plastic with numerous individual interviews and panel discussions that were held with designers, representatives from industry, researchers, and environmental activists. Underpinning these conversations are comprehensive data visualizations on plastic production and consumption, recycling.

With contributions by Susan Freinkel, Mark Miodownik and Nanjala Nyabola; interviews with Jane Atfield, Diana Cohen, John McGeehan, Klarenbeek & Dros, The Shellworks, and others.

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More about the Exhibition Plastic: Remaking Our World

Pattern-Thinking reassesses the work of Buckminster Fuller — unique hybrid between theoretician, architect, designer, educator, inventor, and author — as advancing contemporary models of design research, practice, and pedagogy. Drawing extensively on Fuller’s archive, the book follows his unique process of translation between the physical and conceptual dimensions of design, to redefine our understanding of the relationships between geometry, structure, language, and intellectual property.

Rather than being organized around a chronology of distinct narratives, Pattern-Thinking follows these parallel explorations as the basis for Fuller’s artifacts and inventions. In the space between lines, models, words, and patents, it traces his ambition to measure physical experience in an ever-expanding pattern of relationships, while coordinating these into a conceptual network of words and concepts that shape the basis for his thinking. Advocating a multidisciplinary and political perspective, Fuller’s transversal logic expands the knowledge base of contemporary models of design, which seek to find broader participation and to address new publics.

About the Authors:

Daniel López-Pérez, who has a PhD in the history and theory of architecture at Princeton University, is an Associate Professor and a founding faculty member of the Architecture Program at the University of San Diego. López-Pérez edited Fuller in Mexico/Fuller en México! and R. Buckminster Fuller: World Man, awarded as Design Book of the Year 2013 by Architect magazine.

Richard Buckminster Fuller was born on July 12, 1895, in Milton, Massachusetts. After spending most of his youth in Massachusetts and on Bear Island in Maine, he fell out of Harvard and into the US Navy during World War I. He married Anne Hewlett, the daughter of a prominent New York architect, in 1917 and spent around five years working with his father-in-law on new techniques of housing construction after leaving the navy. From 1927 on he became independent and committed himself to completely rethinking the question of shelter — relentlessly challenging every assumption about structure, function, materials, technology, aesthetics, services, distribution, mobility, communication, collaboration, information, recycling, politics, property, and social norms. He started from first principles to develop a radical philosophy of doing “vastly more with vastly and invisibly less.” The constant goal was a much more efficient and equitable distribution of planetary resources to enable the survival and ongoing evolution of the human species. His work paralleled, radicalized, and critiqued the mainstreams of modern architecture and still defies categorization today. He was a nonstop teacher and communicator around the globe in every possible medium — becoming probably the single most exposed designer and design theorist of the twentieth century. He died on July 1, 1983, in Los Angeles at the bedside of his wife, who died thirty-six hours later.

A new title in the Design series and an excellent introduction to the life and work of this versatile Russian artist.

Alexander Mikhailovich Rodchenko (1891-1953) was a central figure in the Russian Constructivist art movement; a radical activist, a pioneer of photomontage, a theorist, and a teacher. He was an active force in the organization of the first museums of modern art that arose in Russia in the first years after the Russian Revolution of 1917.

Attending art school in 1914 in Kazan was to be a defining influence: that year Russian Futurists performed in the town, and Rodchenko saw their leading figures in action. It transformed his vision and he was still working with Futurist artists and their ideas twenty-five years later. And it was at art school where Rodchenko first met the artist Varvara Stepanova, with whom he collaborated extensively, and who would become his life-long partner.

Central in the re-examination of art and its place in society after the Revolution, and in the search for a new culture without the class implications of the past, Rodchenko's radical approach proposed a new understanding of a constructed, rather than a tastefully composed, culture.

This concise, comprehensive and informative work focuses largely on Rodchenko's graphic work in the form of book jackets, posters and advertising.

Acclaimed designers Sagmeister & Walsh explore the essence of beauty and the transformative power of beautiful design

In this groundbreaking highly visual book, world-renowned designers Stefan Sagmeister and Jessica Walsh set out on a mission: to find out what beauty is and the many ways that it impacts our lives. They turn to philosophy, history, and science to understand why we are drawn to beauty and how it influences the way we feel and behave. 

Determined to translate their findings into action, Sagmeister & Walsh show us how beauty can improve the world.

About the Authors:

Stefan Sagmeister, of Sagmeister & Walsh, is a designer and art director from Austria who currently lives and works in New York City. His clients include the Rolling Stones, the Talking Heads, Lou Reed, and the Guggenheim Museum, among many others.

Jessica Walsh, of Sagmeister & Walsh, is a designer and art director who lives in New York City and works with a variety of clients, including Jay-Z, Barneys, the New York Times, Levi's, and The Museum of Modern Art, New York.

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О книге Загмайстер и Уолш: О Красоте:

Всемирно известные дизайнеры Стефан Загмайстер и Джессика Уолш исследуют сущность красоты и преобразующую силу эстетически красивого дизайна.

В этой новаторской визуальной книге они поставили перед собой задачу: выяснить, что такое красота и как она влияет на нашу жизнь. Они обращаются к философии, истории и науке, чтобы понять, почему нас привлекает красота и как она влияет на наши чувства и поведение. Будучи преисполнены решимости воплотить свои открытия в жизнь, Загмайстер и Уолш показывают нам, как красота может сделать мир лучше.

Для кого эта книга:

Для дизайнеров, иллюстраторов, архитекторов, фотографов, художников и всех, чья работа связана с визуальными видами искусства.
Для всех, кто неравнодушен к красоте и стремится понять ее сущность.

Фишки книги:

От одного из самых известных графических дизайнеров нашего времени 
О красоте в дизайне и искусстве 
Увлекательное и вдохновляющее чтение

Об авторах:

Стефан Загмайстер — самая яркая звезда в мировом графическом дизайне 2000-х. Родился в 1962 году в старинном австрийском городе Брегенц. Окончил Венский университет прикладных искусств, потом учился в Институте Пратта, Нью-Йорк. Работал в рекламном агентстве Leo Burnett в Гонконге (1991–1993).
С 1993 года работает в Нью-Йорке в собственной дизайн-студии Sagmeister Inc. Студия работает в четырех направлениях: музыкальный дизайн, социальный дизайн, корпоративный дизайн (он приносит основной доход) и авторский дизайн.
Загмайстер был удостоен наград практически всех международных фестивалей дизайна, включая две Grammy (в 2005 и в 2010 годах). Клиентами его студии являются такие мега-бренды, как HBO, Guggenheim Museum, Rolling Stones, Aerosmith и другие легендарные музыкальные коллективы.

Джессика Уолш — дизайнер, арт-директор и преподаватель. Вошла в список Forbes «30 креативных дизайнеров будущего моложе 30 лет». Ее работы были отмечены множеством наград на самых известных конкурсах в области дизайна. Среди клиентов Джессики — Музей современного искусства, Еврейский музей, Jay-Z, Snapchat, Barneys, The New York Times, Levi’s и Adobe.

От авторов:

Красота как высший эстетический идеал впала в немилость. Самые уважаемые представители сферы современного дизайна утверждают, что она их не интересует. Художники избегают ее, опасаясь, что их работы причислят к декоративному или коммерческому искусству. Можно пролистать целую стопку книг по архитектуре и ни разу не встретить даже упоминания слова «красота». Когда-то к красоте стремились все, но в начале двадцатого века это возвышенное чаяние рухнуло оземь.

Именно тогда школы дизайна стали пропагандировать принципы модернизма — течения, в котором ценится единообразие, сетка квадратных ячеек, прямоугольная композиция, черный, белый и бежевый. Подход к дизайну зданий, товаров и графики стал чисто аналитическим, выбор материалов — сугубо рациональным. Всякий дизайн стал стремиться к функциональности. Архитекторы и дизайнеры часто доходили в этом до крайностей и начинали плодить одинаковость с маниакальной одержимостью.

Авторы этой книги считают, что отвергать красоту просто глупо. Мы объясним, почему это так, на примере нашего исторического исследования философии красоты. Эту информацию мы используем, чтобы доказать: в красоте нет ничего поверхностного; напротив, красота — не просто рабочая функциональность и приятная глазу оболочка; красота — это гораздо больше. Красота — нечто истинно человеческое, присущее только нам, и красота улучшает нашу жизнь. Красивые вещи не только приносят радость — они и намного лучше функционируют.

Цитаты из книги:

Не пора ли вернуть красоту?
В XXI веке художников по-прежнему считают «авангардными», когда те выставляют в качестве произведений искусства промышленные товары, хотя этой концепции уже сто лет и она жевана-пережевана. На наш взгляд, нет ничего скучнее и банальнее, чем взять какую-либо вещь и объявить ее предметом искусства в 2018 году.

Стив Джобс и красота
Красота заботила Стива Джобса всю жизнь. Разрабатывая свои невероятно крутые продукты, он явно придерживался мнения, что красота не менее важна, чем функциональность. И миллионы людей подтвердили свое согласие с ним, голосуя кошельком.

Мода: последний оплот
Пожалуй, единственная сфера прикладного искусства, которую никогда не покидала красота, — это мода. Красотой можно поступиться, когда речь идет о городах и домах, но когда дело доходит до одежды, многим важно, чтобы форма была красивой. Функционалисты неоднократно пытались воздействовать на моду, и каждый раз женщины отказывались носить их серые робы.

Больше эстетики!
Фантазия дизайнера способна преобразить даже заброшенную парковку, сделав ее местом, где радостно проводить время. Любое неприглядное пространство можно изменить так, чтобы люди захотели там находиться или, по крайней мере, не ужасались бы каждый раз, проезжая мимо.

Практично, но безобразно
Мы провели в Instagram опрос «Какой ваш любимый цвет». Победил светло-голубой. А вот коричневый никто не любит. Мы также провели опрос с фигурами. На последнем месте оказалась прямоугольная коробка. Значит, прямоугольная коробка коричневого цвета — самая безобразная вещь в мире. Но почему-то именно эта форма именно этого цвета была самой популярной в архитектуре последнего столетия.

Красота преображает
Красота способна менять наши эмоции и поведение, влиять на наш выбор — где провести каникулы, куда вложить деньги, платить или не платить налоги. Известно, что в заброшенных общественных пространствах больше мусорят, они чаще подвергаются вандализму.

A fundamental guide on how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it

In creative advertising, no amount of glossy presentation will improve a bad idea. That's why this book is dedicated to the first and most important lesson: concept.

Structured to provide both a complete course on advertising and a quick reference on particular topics, it covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition features substantially revised and expanded chapters on both interactive and integrated advertising, plus an entirely new chapter on branded social media.

Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 'roughs' specially produced by the author, many of which are new to this edition - also reinforces the book's core lesson: that a great idea will last forever.

Contents List:

1: Basic Tools; 2: The Strategy; 3: Print; 4: The Campaign; 5: The Tagline; 6: Generating Strategies & Ideas; 7: TV; 8: Ambient; 9: Interactive; 10: Social; 11: Copy; 12: Radio; 13: Integrated; 14: Execution; 15: Presenting & Selling Your Work; 16: The Student Book; 17: Conclusion

About the Author:

Pete Barry began his advertising career as an art director at Ogilvy, London. A former lecturer in Advertising Design at Syracuse University, he now works as a copywriter in New York City.

Third edition.