Title: karl gerstner: Review of 5 x 10 years of Graphic design etc.
Hardcover: 256 pages
Publisher: Hatje Cantz Publishers (2001)
Language: English
Size: 304 x 243 mm / 12 x 9.6 inches
Couple weeks ago a student gave a comment for Thinking Design Coordination and Corporate image by F.H.K Henrion and Alan Parkin's book. He was asking about influential branding and identity's book. Honestly, I have no idea what good book for branding. Most of books, that I have, are quite old and the term of "branding" hasn't been invented. What could I give a few great examples of successful corporate identity without "branding" such as Olivetti, Braun, Geigy, Randstad and fewothers.
There are some of nice corporate identities books that I like but I strongly recommended to read karl gerstner: Review of 5 x 10 Years of Graphic design etc. The book tells the story about the agency Gerstner + Kutter and later became Gerstner, Gredinger and Kutter. GGK was one of the largest agency firm that grow until 600 people work in Vienna, Paris, London, Sao Paulo, New York and a few other cities. Since GGK is not operating anymore, this book doesn't try to promote GGK. In this book Gerstner, even explained the mistake taken Ford as their client. Things were getting worse to the GGK when Kutter admitting that Advertising was “not serious”.
Picasso was mentioned “Bad artist copy. Good artists steal.” In this book Gerstner shares his initiated ideas to the problems and his point of view why he chooses certain typefaces. He explained how he uses grid in his book and magazines design. The book starts by explaining the definition of art and closing to an essay about good design. This book is very inspirational and educational. I strongly recommended this book to person who is interested in typography, grid, corporate identity and branding. Unfortunately, this book is out of print but I believe some libraries has this book. I found one book is sold in amazon.