Together with the global evolution that was kicked off by experimentation in the 1990s, Italian corporate identity design has reached a high point of cultural maturity. Although the world still often associates Italian design more closely with fashion and industry, as Short' N' Strong clearly demonstrates, Italian creativity goes way beyond that. Corporate identity has become a newly respected discipline and many of Italy's greatest design talents have turned their attention to it. As the works in this beautiful book clearly show, Italian designers are not only well equipped to understand the need for a brand to stand out and appeal to the consumer in a clear and memorable way, but they also understand that the emotional component is one of a logos' main functions.
