Joan Costa used to say that his views on Corporate Identity went “beyond mere graphic design, even though this is always the visible and permanent tip of the iceberg.”
From the very beginning, a special connection formed
between Joan Costa and me, a blend of affection and mutual professional
admiration. I always received words of support and congratulations for my
efforts in promoting “corporate image,” which often took a backseat to product
advertising and promotion due to their more immediate impact on sales results.
During the second “Communication Conference” I organized for the companies of the multinational group ICI (Imperial Chemical Industries), I had the privilege of his collaboration. Shortly afterward, I launched—for the first time in this group—a “Corporate Identity Manual,” which enabled the implementation of signage in factories, offices, packaging, and all the company’s graphic elements. I also encouraged the creation of institutional advertising campaigns and the establishment of a Press Office within the company.
As proof of our mutual affection and sincere professional admiration, Joan Costa never wanted to charge me for the help he provided or the hours he dedicated to it. On the contrary, he invited me to some of his courses and gifted me several of his books.
During the second “Communication Conference” I organized for the companies of the multinational group ICI (Imperial Chemical Industries), I had the privilege of his collaboration. Shortly afterward, I launched—for the first time in this group—a “Corporate Identity Manual,” which enabled the implementation of signage in factories, offices, packaging, and all the company’s graphic elements. I also encouraged the creation of institutional advertising campaigns and the establishment of a Press Office within the company.
As proof of our mutual affection and sincere professional admiration, Joan Costa never wanted to charge me for the help he provided or the hours he dedicated to it. On the contrary, he invited me to some of his courses and gifted me several of his books.
I will always be grateful for everything I learned
from him, and I’m certain he felt satisfied seeing how his advocacy for design
and Corporate Identity had gained a new ally.
If you’d like to learn more about his legacy in the world of design and communication, I’ll be publishing an article about him tomorrow.
A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
“From Alfred Nobel to AstraZeneca”: https://a.co/d/9svRTuI
If you’d like to learn more about his legacy in the world of design and communication, I’ll be publishing an article about him tomorrow.
A journey through the history of the pharmaceutical industry and one of its great laboratories that had its origins in Alfred Nobel...
“From Alfred Nobel to AstraZeneca”: https://a.co/d/9svRTuI
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