In a world where computer graphics provide a more professional finish to both good and bad design, the distinguishing factor is the strength of the core idea. This volume offers 100 observations into pivotal points in creating or developing the ideas that drive corporate and brand identity. This full-colour book will delve into the principles, theory and design processes that help generate movement from the germination of a concept to the genesis of a well known and recognisable design of a brand or corporate identity.