The Development of Corporate Design
Brand Identity, Graphic Design and Professionalism in Post-war Britain
Author: David Preston
David Preston uses three design agencies in post-war Britain as a prism through which to explore the development of corporate design and the transformation of designer from individual artist to business agent.
10th December 2025
Paperback
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Summary
David Preston uses three design agencies in post-war Britain as a prism through which to explore the development of corporate design and the transformation of designer from individual artist to business agent.
Description
Chronicling the emergence of brand consultancy, this book explores how the development and proliferation of brand identity systems transformed the working methods and ideals of practicing graphic designers working in post-war Britain.
Practitioners in Britain were at the forefront of efforts to transform corporate identity design into a recognised practice with its own codified methods. Focussing particularly on the British experience, the book also draws on the influences and developments in this formative era in other countries, including the US and Germany. During this period designers were struggling with two conflicting paradigms - the socially motivated, free spirited artist-designer and the design entrepreneur as corporate agent.
David Preston uses three key design agencies as the springboard to explore this foundational period in the history of graphic design labour practices - the practical rationality of Hans Schleger & Associates, the systematic methods of Henrion Design Associates and the Design Research Unit and their design manual as an instrument of control. These design agencies created some of the most striking and successful brand identities of the era - the KLM logo, the British Rail double arrow, the John Lewis branding of the 1960s, Glenfiddich's iconic triangular bottle, the Post Office's house style, the National Theatre logo and many more. The case studies look at the power at play, how branding became systematic, the struggle between motives and standards, and draws on first-hand interviews with key actors and archival material.
A valuable contribution to our understanding of British post-war graphic design and the history of branding.
Critic Reviews
This insightful book delves into the evolution of design practices in post-war Britain, focusing on the pivotal role of branding. It thoughtfully analyzes how this focus shifted designers' practices, identities, and motives, offering a deep understanding of the cultural and professional landscape of the time. A fascinating read for those interested in design history. AnneMarie Dorland, Mount Royal University, Canada
Preston’s emphasis on the labor and material practice of graphic design importantly shift our attention from objects of graphic design to how design happens and the ways in which the tentacles of capitalism reach into the everyday of the workplace. Maggie Taft, University of Chicago, USA
Preston makes a valuable contribution to our understanding of post-war design practice in the UK, and specifically, the emergence of identity design as a strand distinct from advertising and commercial art. Steve Rigley, Glasgow School of Art, UK
About the Author
David Preston is an Early Career Researcher and Senior Lecturer in Graphic Communication Design at University of the Arts London, UK. He lectures primarily on Brand Strategy and Visual Identity Design at Central Saint Martins, UK.
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10th December 2025
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