Building Brands: Corporations and Modern Architecture
Published by Lund Humphries, 2020 UK; 2021 US
Building Brands explores the role of architectural branding in the design of corporate modernism and tells how business strategies, modern architecture, urban conditions, and conceptions of society shaped the ambitious branding goals of corporate clients.
DESCRIPTION
Between the Stock Market Crash and the Vietnam War, American corporations were responsible for the construction of thousands of headquarters across the United States. Over this time, the design of corporate headquarters evolved from Beaux-Arts façades to bold Modernist expressions. This book examines how clients and architects together crafted buildings to reflect their company’s brand, carefully considering consumers’ perception and their emotions towards the architecture and the messages they communicated.
By focusing on four American corporate headquarters: the PSFS Building by George Howe and William Lescaze, the Johnson Wax Administration Building by Frank Lloyd Wright, Lever House by Skidmore, Owings & Merrill and the Röhm & Haas Building by Pietro Belluschi, it shows how design devices of sign, fame, form and material brought company messages to the public. Drawing on original material from corporations’ archives, Building Brands brings new insights to corporate Modernism by examining how company leaders, together with their architects, conceived of their headquarters not only as the consolidation of employee workplaces, but as architectural mediums to communicate their identities and brands.
Sample page spreads from BUILDING BRANDS
