Visual Branding: Rhetorical and Historical Analyses
Edward F. McQuarrie and Barbara J. Phillips
Forthcoming from Edward Elgar, 2016
Back Story
This book will be published toward the end of 2016. It represents the first fruits of breaking free of the journal publication grind (see New Consumer Online page)
We bring a rhetorical and historical perspective to the devices used for visual branding. We show that visual branding developed and changed over time as printing technology improved and as brand managers gained more experience—it is not coeval with branding or with brand advertising. We next apply a rhetorical perspective to show that the devices used to visually brand can each be broken down into a small set of types. We treat logos, typeface, spokes-characters and color as choices from a set of options.
Our conclusions are based on two datasets:
- a collection of over 500 contemporary brand logos
- Hundreds of magazines ads collected across five dispersed time periods: a) around 1900; b) 1920s; c) 1950s; d) 1980s; and e) post-2000
Draft Table of Contents
Part I: Historical perspectives on brand advertising
Chapter 1: Overview: Visual branding in historical perspective
Chapter 2: An illustrated history of visual branding in magazine advertising
Appendix: Alternative patterns of historical change
Part II: Brand marks
Chapter 3: A typology of brand marks
Chapter 4: How and why brand marks vary across product categories
Chapter 5: Rhetorical evolution of brand marks
Part III: Visual elements
Chapter 6: Typeface in visual branding
Chapter 7: Spokes-characters
Chapter 8: Color
Chapter 9: Using pictures to brand
Epilogue: Conceptual puzzles
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