Книги з дизайну реклами

Найкращий покроковий наочний посібник зі створення успішного бренду

Майкл Джонсон — один із провідних графічних дизайнерів і консультантів брендів у світі. Його студія, johnson banks, відповідає за ребрендинг багатьох відомих клієнтів, зокрема Virgin Atlantic, Think London, BFI, Christian Aid і MORE TH>N, і за цей процес він отримав безліч нагород.

У Брендингу Джонсон розбирає повсякденні бренди до їхніх основних компонентів із тематичними дослідженнями, які дозволяють нам зрозуміти, чому ми обираємо один продукт чи послугу над іншим, і дозволяють нам зрозуміти, як, здавалося б, непомітні впливи можуть впливати на ключові життєві рішення. У першій частині книги показано, як народження бренду починається не з пошуку рішення, а радше з визначення правильного питання, бракуючої прогалини на ринку, на яке потрібна відповідь. Джонсон продовжує розкривати приховані елементи, задіяні у створенні успішного бренду, починаючи від основного, що надає бренду наратив і мету, до розумного використання типографіки, яка поєднує дизайн і мову.

Маючи понад 1000 ілюстрацій, що демонструють найуспішніші фірмові стилі у світі, а також загальні шаблони, які дозволяють легко створити власний бренд або рекламу, Branding досліджує кожен крок процесу розробки, необхідного для створення найпростіших і найбільш привабливих брендів.

Про автора:

Майкл Джонсон заснував студію креативного дизайну «johnson banks» у 1992 році. З того часу він отримав вісім нагород «олівець» від D&AD, тринадцять нагород Design Week і чотири нагороди NYADC «куб» та багато інших. Газети Guardian і Independent назвали Джонсона одним із найвідоміших британських дизайнерів, а також тричі потрапили до списку «Гарячих 50» видатних діячів у сфері дизайну Design Week. Він також є автором Problem Solved.

Hailed in his lifetime as the "poster king," E. McKnight Kauffer's designs for the London transport system, Alfred Hitchcock, and others are an enduring influence on contemporary advertising and graphic arts.

E. McKnight Kauffer (American, 1890-1954) was a pioneering figure who transformed the field of graphic design between the wars. He drew upon the emerging visual languages of Cubism, Vorticism, and Surrealism to create a modern graphic style that shaped the development of commercial art. Through collaborations with his avant-garde peers in art, literature, and design, including the Bloomsbury Group, Marion Dorn, T.S. Eliot, Langston Hughes, Aldous Huxley, and Man Ray, Kauffer expanded the scope and impact of his field.

This groundbreaking publication is the first to address the full range of Kauffer's career, from sophisticated designs for major clients -- including the London transport system, Random House, American Airlines, and Shell, as well as Allied propaganda posters during World War II--to book covers, rugs, costumes, and stage sets. An interdisciplinary group of authors offer critical perspectives on the cultural context of Kauffer's work, bringing new attention to the designer's depictions of race, gender, and global politics.

About the Authors:

Caitlin Condell is associate curator and head of the department of Drawings, Prints, and Graphic Design at Cooper Hewitt. Emily M. Orr is assistant curator of Modern and Contemporary American Design at Cooper Hewitt.

This official anniversary volume celebrates the cutting-edge graphic, product, and package design of one of the world’s best-known consumer brands.

PepsiCo sets the standard for how companies can envision and create their futures. Since creating PepsiCo Design and bringing on its first-ever Chief Design Officer, Mauro Porcini, in 2012, PepsiCo has emerged as a leader in design-led innovation. With more and more of the business community embracing design thinking every day, Good Design Is for Everyone is an inspiring look at how one company has done just that.

The decade-spanning collection invites everyone who loves design and innovation to explore the very best of PepsiCo Design. Featuring examples and case studies of iconic brands including Pepsi, Cheetos, and Lifewtr and collaborations with innovators like Jeremy Scott, Serena Williams, and Puma, this is an exciting deep dive into how PepsiCo uses package design to create meaningful consumer connections.

It is a must-read or the perfect gift for passionate graphic designers, creative and business leaders, and brand marketers.

About the Authors:

Mauro Porcini is senior vice president and chief design officer at PepsiCo. As one of the first major corporations to unite diverse design disciplines into a single team, PepsiCo Design has been using its human-centered approach to create meaningful, authentic, and relevant brand experiences for over a decade. In the past ten years, Porcini and his team have won more than 1,800 design and innovation awards, and in 2018 PepsiCo was recognized by Fortune in its Business by Design list.

Can advertising be a force for good?
Can it bring about positive social or environmental change?
Should it tell the truth about a brand?

With today’s consumers being more informed, empowered and ethically minded than ever, advertising needs to do all those things and more. No longer can an agency simply state that their client’s brand or product is good: the advertising has to communicate that the client is actively being and doing good.

Goodvertising showcases outstanding creative work from over 120 campaigns from around the world, organized into ten commitment chapters. Each campaign is from a leading agency working in the full spectrum of media channels for an international array of clients, be they corporations or charities.

For any advertising or branding professional, this timely and much-needed book will provide inspiration and insights, along with proof positive of the power of advertising for good.

PROMO! is a visually impressive collection of the latest proposals in promotional materials: sales catalogues, pamphlet design, business cards, event invitations, posters, samples, advertising giveaways, calendars, T-shirts, shopping bags, greeting cards, etc… From the hands of some of the best designers and creative professionals in the world we will delight in everything from the classic and elegant to the most cutting-edge designs using more uncommon materials and techniques. Promo! is a reference book full of solutions, resources, original ideas and inspiration, perfect for both professionals and design students searching for an original and captivating way to advertise.

If you’ve ever struggled to craft a powerful message that really hits the spot, you’ll know it’s harder than it looks. Wouldn’t it be helpful to have an expert on hand to explain how the professionals really do it? Better still, how about a whole range of writers ready to pass on their trade secrets?

Well that’s exactly what you’ll find in the pages of this book. Think of it as a rocket-assisted launch for your writing career, structured over ten distinct lessons and illustrated with classic and contemporary international examples of the best copywriting. Designed to help anyone who works with words improve their writing, this book is packed with practical techniques and features effective exercises to pump up your persuasive powers.

Includes inspiring contributions from professional writers, an in-depth look at the challenges involved in writing copy for brands and worked examples that cover writing for digital, brand storytelling and packaging copy.

About the Authors:

Roger Horberry is a highly experienced professional copywriter and has written about everything from finance to fireworks, and telecoms to tea bags. He has published two books on copywriting.

Gyles Lingwood is Principal Lecturer in Advertising & Design at the University of Lincoln. His creative work has won a number of awards including D&AD, British Interactive Media Association and the US Creativity Awards.

Still life is a classic back in bloom. The Still Life showcases the evolution of this age-old genre in striking product portraiture by some of today’s most imaginative photographers, designers, and stylists.

In contrast with the immobility of the objects it depicts, still life has been speedily making a comeback onto contemporary platforms — from glossy magazines to Instagram feeds. This book showcases new directions in product portraiture by some of our time's most imaginative photographers, designers, and stylists.

Still life staples such as dead game and fruit bowls can still be seen in today’s of-the-moment arrangements, but they are now presented alongside the latest fashion accessories or luxury gadgets. The elaborate tabletops, collages, installations, and photographic illustrations featured in The Still Life bridge past and present, and skillfully meld elements of scenography and sculpture with the art of selling.

The book illustrates how a combination of quality handcraft and inspired flair are being used to put familiar products into surprising new contexts, ranging from minimalistic understatement to opulent glamour. The included examples meticulously style objects into elaborate compositions that bridge past and present, and skillfully meld elements of scenography and sculpture with the art of selling. 

This comprehensive guide to visual merchandising covers both window dressing and in-store design, as well as all the other elements, real or virtual, used to enhance the contemporary retail experience. Featuring a range of shops, from fashion emporia such as Selfridges, Printemps, and Bergdorf Goodman to small outlets, the book offers practical advice, supported by tips from the most inspiring visual merchandisers and creative directors across the world.

It reveals the secrets of their profession and all there is to know about the latest technology, mannequins, props etc. It also examines the psychology and ever-changing trends behind consumer behaviour.

Visual merchandising is presented through lavish colour photographs, diagrams of floor layouts and store case studies, and includes invaluable information such as a glossary of terms used in the industry.

About the Author:

Tony Morgan worked as a Head of Visual Merchandising at Selfridges for 18 years. He has taught and consulted across the world and was a lecturer at the London College of Fashion and the Fashion Retail Academy in London. Tony advocates new visual merchandising talent and is currently working with universities across the UK to mentor and support students.

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Пролистать книгу Visual Merchandising Fourth Edition: Window Displays, In-store Experience на Google Books.

Advertising Annual 2011 features the year's best advertisements and campaigns, all of which received the prestigious Graphis Platinum or Gold Award.

Your portfolio is your first impression; it needs to draw our attention.

In this book, you'll find inspiration and global research, which will both open up your mind and surprise and impress your clients.

There are more than 300 images split between the following chapters:
-Traditional portfolio
-Digital portfolio

A Century’s Worth of Pleasure and Pause. Selling the most delicious vices

The quest to affirm Americans’ need for alcohol and tobacco is a tale of 100 years of advertising intended to seduce consumers to partake in these delicious vices. This catalogue of ads showcases the extensive and abundant campaigns and trends of drinking and smoking in the United States that, for better or worse, explore a vibrant chapter of advertising history.

Vices or virtues: drinking and smoking provided marketers with products to be forged into visual feasts. In this lush compendium of advertisements, we explore how depictions of these commodities spanned from the elegant to the offbeat, revealing how manufacturers prodded their customers throughout the 20th century to imbibe and inhale.

Each era’s alcohol and tobacco trends are exuberantly captured page after page, with brand images woven into American popular culture so effectively that almost anyone could identify such icons as the Marlboro Man or Spuds MacKenzie, figures so familiar they could appear in ads without the product itself. Other advertisers devised clever and subliminal approaches to selling their wares, as the wildly successful Absolut campaign confirmed. Even doctors contributed to a perverse version of propaganda, testifying that smoking could calm your nerves and soothe your throat, while hailing liquor as an elixir capable of bringing social success.

Whether you savor these visual delights, or enjoy inhaling and wallowing in forbidden pleasures, you will certainly be thrilled by this exploration of a decidedly vibrant — and sometimes controversial — chapter of advertising history.

The editor:

Jim Heimann is the Executive Editor for TASCHEN America. A cultural anthropologist, historian, and an avid collector, he has authored numerous titles on architecture, pop culture, and the history of Los Angeles and Hollywood, including TASCHEN’S Surfing, Los Angeles. Portrait of a City, and the best-selling All American Ads series.

The authors:

Steven Heller is the co-chair of the School of Visual Arts MFA Designer as Author Program. For 33 years he was an art director for The New York Times, and currently writes the “Visuals” column for The New York Times Book Review. He is the author of 120 books on graphic design, illustration, and satiric art.

Allison Silver is a writer and editor based in New York City. A former contributing editor to Culture & Travel magazine, she was editor of The Los Angeles Times Sunday "Opinion" section, an editor of The New York Times "Week in Review," and a founding editor of The Washington Independent.
 

Wheels of history. From the Model T and DB5 to the VW Beetle and the Hummer.

Henry Ford jump-started the age of the automobile with the first assembly-line car in 1908: the Model T. Over the next century the automobile evolved from chugging workhorse to tail fin era showboat to sleek status symbol, complete with sleek hood ornament. Initially a novelty item, the car grew into a necessity of the modern age, and a vector of freedom on the open road.

20th Century Classic Cars offers a lush visual history of the automobile, decade by decade, via 400-plus print advertisements from the Jim Heimann Collection. Using imagery culled from a century of auto advertising, this book traces the evolution of the auto from horseless carriage to rocket on wheels and beyond. With an introduction and chapter text by New York Times automotive writer Phil Patton, as well as an illustrated timeline, this volume highlights the technological innovations, major manufacturers and dealers, historical events, and influence of popular culture on car design. Time-travel through the Automobile Age with a collection that puts you in the driver s seat. A TASCHEN classic, now in a new size at an irresistible price!

About the series:

Bibliotheca Universalis — Compact cultural companions celebrating the eclectic TASCHEN universe at an unbeatable, democratic price!

Since we started our work as cultural archaeologists in 1980, TASCHEN has become synonymous with accessible, open-minded publishing. Bibliotheca Universalis brings together more than 100 of our all-time favourite titles in a neat new format so you can curate your own affordable library of art, anthropology, and aphrodisia.

Bookworm’s delight — never bore, always excite!

Ticket to ride, fly, or sail. The golden age of global adventure

Over the course of the twentieth century, travel experienced an unprecedented boom. As ocean liners broke speed records, aerodynamic trains roared down tracks, and stylish boat-plane clippers evolved into jumbo jets, travel transformed from a cushioned journey of the elite into a convenient pastime for the general public.

With the mass production of automobiles, invention of airplanes, freeways and motels, America led the wanderlust phenomenon. With nearly 400 vintage print advertisements from the Jim Heimann Collection, this book documents the exponential expansion of American tourism, through the domestic and global, exclusive and popular, exotic and standardized adventure.

With an introduction, decade-by-decade analysis, and an illustrated timeline, rediscover the thrilling energy of this new age of mobility in which Americans climbed aboard locomotives or ships, jets or Greyhound buses to explore distant lands, or to see whole new sides to their own country.

About the series:

Bibliotheca Universalis — Compact cultural companions celebrating the eclectic TASCHEN universe at an unbeatable, democratic price!

Since we started our work as cultural archaeologists in 1980, TASCHEN has become synonymous with accessible, open-minded publishing. Bibliotheca Universalis brings together more than 100 of our all-time favourite titles in a neat new format so you can curate your own affordable library of art, anthropology, and aphrodisia.

Bookworm’s delight — never bore, always excite!

The metabolism of travel changed more in the last century than in the previous half-millennium, a stunning transformation triggered by American wanderlust. In less than 100 years, the U.S. mass-produced the automobile, invented airplanes, freeways, motels, even sent men to the Moon. Travel grew ever faster and easier. Above all, it was democratized — enabling millions to explore distant lands, or see their own more fully.

At the start of the 20th century, only people with extensive disposable income and time to spare could enjoy leisure travel. By the century’s end, journeys took hours, not days, and mass travel — especially brief air flights — became the new normal. Along the way, ocean liners broke speed records, aerodynamic trains roared down the tracks, stylish boat-plane clippers evolved into jumbo jets. Whether aboard high-speed locomotives or ships, jets, or Greyhound buses — or when setting their own schedule on the open road — Americans demanded ever greater mobility and wider choice of destinations, thereby setting a new standard for travelers around the world.

A lush visual history of international wanderlust, this volume features 400-plus print advertisements from the Jim Heimann Collection, that illustrate the evolution of leisure travel — from domestic to global, exclusive to popular, exotic to standardized — and its crucial role in American culture.

With an introduction, decade-by-decade analysis, and an illustrated timeline, this book highlights the cultural and technological developments that transformed travel from a cushioned journey of the elite into a convenient leisure pastime for the general public. 20th Century Travel takes us on a grand tour of travel’s golden age.

The Way We Wore. The story of modern fashion from couture to mass market

The 20th century saw fashion evolve from an exclusive Parisian salon business catering to a wealthy elite into a global industry employing millions, with new trends whisked into stores before the last model has left the catwalk. Along the way, the signature silhouettes of each era evolved beyond recognition. For women, House of Worth crinolines gave way to Vionnet’s bias-cut gowns, Dior’s New Look to Quant’s Chelsea Look, Halston’s white suit to Frankie B.’s low-rise jeans. In menswear, ready-made suits signalled the demise of bespoke tailoring, long before Hawaiian shirts or skinny jeans entered the fore.

20th-Century Fashion offers a retrospective of the last hundred years of style via 400 fashion advertisements from the Jim Heimann Collection. The images trace not only the changing trends but also the evolution in their marketing and audience, as fashion was adopted into popular culture and the mass market, decade by decade. An in-depth introduction and illustrated timeline detail the style-makers and trendsetters and how the historic events, design houses, retailers, films, magazines, and celebrities shaped the way we dressed — then and now.

About the series:

Bibliotheca Universalis — Compact cultural companions celebrating the eclectic TASCHEN universe at an unbeatable, democratic price!

Since we started our work as cultural archaeologists in 1980, TASCHEN has become synonymous with accessible, open-minded publishing. Bibliotheca Universalis brings together more than 100 of our all-time favourite titles in a neat new format so you can curate your own affordable library of art, anthropology, and aphrodisia.

Bookworm’s delight — never bore, always excite!