Designing Identity: Graphic Design As a Business Strategy

Profiled here are nine case studies, each providing insight into a specific business area, and the unique role design plays in developing an identy as part of a strategy for success. Some of the best designers in the field today will explain their process in creating identities, from initial client meetings and planning, through logo development and a wide variety applications. Additionally, a showcase of identity projects, from local ventures to national enterprises, further details the objective of client and designer.

Areas of concentration:
CORPORATE, ENTERTAINMENT, HOSPITALITY, INSTITUTIONAL, PACKAGING, PRODUCT, RECREATION, RETAIL, SERVICES

Marc English studied design at Massachusetts College of Art, after a brief stint at the Berklee College of Music, where he studied composing, harmony, and arranging. His career has involved being a designer for design botiques, a museum exhibit design firm, and filling the role of assistant director of design for Boston's largest commercial television station. He began freelancing in 1993, and has worked for a number of corporate and institutional clients, as well as taking on public projects. Since 1991 he has taught corporate identity, advanced typography, publication design, and other design classes as Adjunct Professor at Massachusetts College of Art, The New England School of Art and Design, and Southwest Texas State University. He has served as the president of the Boston Chapter of the American Institute of Graphic Arts, and founded a chapter of the AIGA in Austin, Texas, where he now resides. He has received numerous awards, from organizations such as the American Center for Design to the Broadcast Design Association, as well as having his work collected by the Museum fur Kunst und Gewerbe.