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CAIRO BOOKS's Description
A company's logo is the most important component of its brand identity. So
why would a company ever change its logo? Because things change -- the
competition, the times, even the company itself. And the company whose logo
does not reflect present realities is at a marketing disadvantage.
In this comprehensively illustrated compendium, David E. Carter shows 200
corporate logo changes, and then discusses each. You'll see everything from
minor "evolutionary" changes to complete "revolutionary" changes where the old
logo has been discarded and a totally new one designed. Examples of the
ultimate logo changes -- where a new corporate name has been adopted -- are
also included in this book. Packed with case studies on logo redesign, it
features companies both large and small, and from a diverse array of industries
-- global firms such as Apple Computer, UPS, and Time Warner, as well as small
firms who compete, no less vigorously, in their own arenas. This essential
resource will be invaluable to designers, ad creatives, marketing people, and
corporate executives whose task it is to keep their firms competitive in this