Reading Graphic Design in Cultural Context

Title Page
Copyright Page
Contents
List of illustrations
Acknowledgements
Reading graphic design in the expanded field: An introduction
	Graphic design: A professional field
	Graphic design and design history
	Reading graphic design in the expanded field
	The structure and contribution of this book
	Conclusion: Mutuality in history, theory, practice
	References
Part One: On message and off message
	Chapter 1: Branding as sign system: Semiotics in action
		Introducing semiotics
		Semiotics and structuralism
		Semiotics, structuralism and graphic design
		Branding as a sign system
		In focus: Unilever
		Conclusion
		References
	Chapter 2: The responsive brand: Uniformity and flexibility in logo design
		Fixed ideas: Brands as unifying
		From modernist universality to corporate personality: What AEG taught IBM
		Challenging the logo: The postmodern consumer and Nike reinterpreted
		Gap’s gaffe and the birth of the responsive logo
		Conclusion: Flexible uniformity, co-created balance
		References
	Chapter 3: Whose wall? From posters to digital displays and the colonization of public space
		The progressive response to outdoor advertising
		Twentieth-century reformers’ response
		The First World War posters and billboards
		Highways and buyways
		Shell Oil’s English landscape
		Post-war United States: Regulation and expansion
		Post-feminism and female pleasure: Wonderbra’s ‘Hello Boys’ billboards
		São Paulo: ‘Clean City’
		Out-of-home electronic displays and billboards
		Conclusion
		References
	Chapter 4: Slogan T-shirts: Billboards of identity politics
		A brief history of the T-shirt
		Che Guevara: Revolution or commerce!
		Barrio art T-shirts: montage of Chicano resistance
		Slutty or sassy sexuality: From Grrrl power to Hurricane Katrina
		T-shirts as group belonging: Kwakwaka’wakw tribe and Manchester United Football Club
		Ethical T-shirt consumption and the developing world
		T-shirt futures: Business models and new technology
		Conclusion
		References
Part Two: On legibility and ambiguity
	Chapter 5: Seeing clearly? Legibility, word and image in postmodern print design
		Modernisms
		Modernism and legibility: Herbert Bayer at the Bauhaus
		Clarity: Beatrice Warde’s Crystal Goblet
		Uniformity: The international influence of Swiss typography
		From modernisms to postmodernism
		What is postmodernism?
		Postmodern graphic design
		Conclusion: After postmodernism
		References
	Chapter 6: Signifying orientalism, chinoiserie and japonisme: Fashion photography in Vogue as a case study
		Design and national identity
		Orientalism in design: Theories of East, West and somewhere between
		Magazines and desire
		Orientalism, chinoiserie and japonisme in fashion: Vogue 1970–2000
		Orientalism in fashion magazines: A typology
		Postmodern pastiche
		Conclusion: From exotic to everyday
		References
	Chapter 7: A good read? Corporate literature and brand stories: Alessi SpA as a case study
		Corporate identity: Origins and development
		Case study: Alessi SpA
		Mediating Alessi: Marketing the brand
		A brand story: From stainless steel to plastic via psychoanalysis
		Alessi, italianità  and Family Follows Fiction
		Family saga
		Italian crafts
		Design history
		In theory
		Marketing an origin myth: Mysqueeze and Juicy Salif
		Conclusion: A happy ending?
		References
	Chapter 8: Information overload: Negotiating visual complexity in a data-rich world
		The rhetoric of information graphics
		Historical precedents
		Isotype: Modernist ideology visualized
		Infographics and journalism
		USA Today
		Information visualization
		Visual complexity
		The quantified self movement
		Conclusion
		References
Part Three: On paper and on screen
	Chapter 9: How to? Visual techniques of persuasion in guidebooks and manuals
		Introduction: Words and graphic design
		The advice genre: Information, education, entertainment and persuasion
		Designing domesticity: Visual techniques of persuasion
		Modes of authority
		From rational to fanciful: Text and subtext
		Conclusion
		References
	Chapter 10: Driving sales: Print and TV advertising of cars to women drivers
		Sex sells, gender buys
		Women driving
		Representations of women drivers
		Car design
		Gender bending/genre bending: Advertising cars to women
		Cars advertised as accessories
		Conclusion
		References
	Chapter 11: Picturing music: The rise and fall of music packaging
		The essence of music packaging: Reuniting sound with image and object
		From sound to image: Before the 12-inch LP
		Approaches to album cover analysis: Gender, national identity and art history
		The cassette threat and the rise of the CD
		Shaping identity: Collecting sleeves
		Conclusion
		References
	Chapter 12: E-Book, iBook, weBook, youBook: Declensions of digital design
		The death of the analog book?
		Hypertext and the end of books?
		The sensual book: Challenging the form
		Are books social media?
		The printing evolution: Marrying print and digital
		Conclusion
		References
Index