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The Elements of Brand Design

The Elements of Brand Design

Katharina Sussek und Jens Müller (Author), TASCHEN (Author)　
TASCHEN
2026

NT$3,540
NT$2,800
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Description

Branding is a kind of alchemy—an intricate process in which form, color, typography, imagery, sound, and motion converge to shape how we perceive companies and products. Branding takes a global perspective to analyze the design structures behind recognizable names such as Netflix, Instagram, Nike, and Deutsche Bank, offering a deep exploration of the visual and conceptual foundations of contemporary brand identity.

The book traces the evolution of branding from the late 19th century to the present, from early product names and symbols to the development of corporate colors, custom typefaces, and comprehensive visual systems. It further examines how the digital age has introduced new media, touchpoints, and consumer experiences, continuously reshaping the landscape of brand communication. As designers and brand managers navigate this rapidly changing environment, the case studies presented here demonstrate that successful branding is always rooted in strong concepts and distinctive visual language.

Featuring more than 100 case studies organized into 17 chapters, the book systematically explores the core elements of brand identity. It also includes in-depth interviews with Pentagram designers Paula Scher and Michael Bierut, offering valuable insight into real-world design thinking and practice. From logo creation and pictogram systems to the use of sound, motion, and generative AI, this comprehensive volume captures the multifaceted nature of contemporary branding, making it an essential reference for both theory and practice.

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