Beautifully packaged and designed, and richly illustrated with insightful commentary from an international body of peers, this book harnesses the thinking and philosophies behind some of the world's most influential practitioners in the corporate branding fields This volume is compiled by the eminent Dr Kenneth W Cato AO, an Australian designer with an international reputation and who has been awarded numerous accolades for his work in brand management and design As the founding member of the world's largest design conference in 1991, Ken Cato helped establish the agIdeas International Design Week, which attracts annually over 4,500 young designers and over 40 speakers from around the world, making this title able to reach an extraordinary and wide-ranging market This book is a superb reference title for those in the design industries, advertising, corporate and education fieldsIn a world where computer graphics provide a more professional finish to both good and bad design, the distinguishing factor is the strength of the core idea. This volume offers 100 observations into pivotal points in creating or developing the ideas that drive corporate and brand identity. This full-colour book will delve into the principles, theory and design processes that help generate movement from the germination of a concept to the genesis of a well-known and recognisable design of a brand or corporate identity.