Visual branding : a rhetorical and historical analysis / Edward F. McQuarrie, Professor Emeritus, Santa Clara University, USA, Barbara J. Phillips, Rawlco Scholar in Advertising and Professor of Marketing, University of Saskatchewan, Canada.

Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish...

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