There is no room for complacency in branding today. Consumer attitudes and preferences are changing
faster than ever, as much of what we filter is downloaded through mobile technology or social media.
The days of purely subliminal capture of a brand's identity may be numbered as end users shift their alle-
giances, gathering information in new and innovative ways. New Super Identity examines brands and their
designers that are at the forefront of the new paradigm and reactive to local and cultural needs, as they
experiment with new memes and challenge their competitors to do likewise. Covering traditional vehicles
for identity such as Illustration, logo, packaging, product, promotional and retail design, as well as the
nature of branding on mobile platforms, this title is a comprehensive resource. Over 70 brand stories are
featured, including Adidas, Beams, Diesel, Kiehls, Levi's, Miu Miu, Prada and Yves Saint Laurent.
