A methodology combined with the story of a designer, the philosophy of a studio and the testimonies and stories of its team take shape in our book Dynamic brand. The new methodology of brand communication. A journey through stories of life, design, space and time, published by Skira in 2022 with a foreword by Steven Heller and an introduction by Betti Marenko and distributed worldwide. Dynamic brand is a journey through four scenarios: history, method, people and projects, to talk about identity, life, evolution and humanity.
A text that becomes a popular tool of a design that aims to design the world through the construction of authentic relationships between brand and people. For the editorial design, we wanted to express the unlimited potential of the methodology.
Thus each element was conceived with a specific function, such as the two words paginated live on the side borders of each page: ‘diversity’ (placed on the right) and ‘identity’ (placed on the left). This allowed us from the outset to convey a very clear and important message: identity only exists because of diversity, identity is diversity.
The book stimulates an experience of enjoyment that encourages, both through its content and its aesthetics, reflection on the function that design plays in society. The layout of the texts, on a two-column grid, is characterised by an editorial design modulated on an ease of reading that increases and decreases according to the content. Colour differentiates the text in Italian from that in English.
The book has been added to the World Design Organization recommended readings.
CREDIT
- Agency/Creative: Cappelli Identity Design
- Article Title: Dynamic Brand. The New Methodology of Brand Communication by Cappelli Identity Design
- Organisation/Entity: Agency
- Project Type: Product
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: ROME + TURIN
- Market Region: Global
- Project Deliverables: Art Direction, Copywriting, Creative Direction, Editorial Design, Graphic Design
- Industry: Education
- Keywords: Design methodology, dynamic brand, brand identity, design, diversity, identity, education, book, cappelli identity design
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Credits:
Creative Direction: Emanuele Cappelli
Strategy: Arianna Cappelli
Communication & External Relations: Fabio Zanino
Editorial Design: Emanuele Cappelli
Editorial Collaboration: Lorenzo Iervolino, Maria R. Tedesco, Giulia Vallone
Editorial Coordination: Vincenza Russo
Editing: Francesca Pagliano, Domenico Pertocoli
Translations: Shannon Marie Clay
Cover Photo: Cinzia Capparelli
Publisher: Skira Editore
