PROCESS VISUAL: DEVELOPMENT OF A CORPORATE IDENTITY
Wolfgang Schmittel
Wolfgang Schmittel: PROCESS VISUAL: DEVELOPMENT OF A CORPORATE IDENTITY. Zürich: ABC Verlag, 1978. First edition. Text in German, French, and English. Square quarto. Glazed printed boards. Black backstrip. 204 pp. Fully illustrated in color and black and white. A remarkably well-preserved copy. Interior unmarked and very clean. Out-of-print. Boards lightly rubbed to lower edges, otherwise a fine copy.
10.25 x 10 hardcover book with 204 pages and over 200 color and black and white text illustrations. From the publisher: “The present book informs us about the development of trade signs and above all about six projects for a unanimous Corporate Identity. It describes the creative process and the proceedings during the development phase leading up to the final results.”
- Corporate Personality: Making Use of the Results
- Designing a Company Symbol for Gillette Company—Communications Dept. of Braun AG
- Brenner’s Park Hotel—Kroehl Design Group
- The New Graphic Presentation of elf—Jean Roger Rioux
- Gfeller: A Direct Way to a New Image of a Firm—Hansruedi Widmar, Devico Design AG
- London Electricity Board—FHK Henrion
- The Symbol of the National Airline LanChile—Olaf Leu
- Summary
Wolfgang Schmittel (Germany, 1930 – 2013) was a German graphic designer, advertising expert and photographer. Schmittel is considered a forefather of corporate identity and corporate design, primarily via his work for Braun GmbH.
Wolfgang Schmittel studied painting and graphics at the Städel School in Frankfurt (now the Academy of Fine Arts). During his tenure at Braun he pioneered many contemporary communications design concept In 1958 he became head of the department under Fritz Eichler. From 1968 he was around 30 years in charge of the overall appearance of the company as director of communications - both nationally and internationally.
During this time he also developed a new, uniform design concept for the Braun-parent Gillette (Omnimark). After working for Braun, he held several teaching positions, including at Ohio State University. In 1982 he was appointed professor of graphic design at the Hochschule für Gestaltung by Schwäbisch Gmünd. During this time he developed a new corporate identity for the Creditanstalt (CA), one of the largest banks in Austria. [bad wikipedia translation]