Visual branding a rhetorical and historical analysis
Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish...
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| Format: | eBook |
| Language: | English |
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Northampton, MA
Edward Elgar Pub.
2016, c. 2016
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
Table of Contents:
- Includes bibliographical references and index
- historical perspectives on brand advertising
- 2. Overview: visual branding in historical perspective
- Part II: brand marks
- 3. A typology of brand marks
- 4. How and why brand marks vary across product categories
- 5. Rhetorical evolution of brand marks
- Part III: visual elements
- 6. Typeface in visual branding
- 7. Spokes-characters
- 8. Color
- 9. Using pictures to brand
- Epilogue: conceptual puzzles