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Brand by Design - Walter Landor
Presented May 5, 2006 at the National Museum of American History
Modified February 8, 2009
Augsburg Synagogue – interior Designed by Fritz Landauer – his father
Walter’s arrival to the U.S.with the British Pavilion at the
1939 NY World’s Fair
Walter and Jo Martinelli Landor
The emergence of self-service supermarkets
“Fifteen years ago, a sales clerk might recommend a brand of soap, paint, peas or candy. Today, the package itself must do the talking.”
Walter Landor, 1956
Before self-service grocery stores and then the new supermarket
A full-service General Store Piggly Wiggly’s patented new self-service store
A&P full-service store
Early Branded Ads
Kellogg’s Corn Flakes
Uneeda Biscuits
Quaker Oats Smith Brothers’ Cough Drops “Trade” and “Mark”
Getting Started – the 1940s
Commitment to 3 methodologies
1- Creativity. •No “cookie cutter” approach to design
2- Teamwork. •Regular “Crit Sessions” for all staff
3- Consumer feedback. •Consumer interviews•Focus groups
Walter Landor at the supermarket
A post-shopping interview
Focus group reviews
Getting Ready – the 1950s
Beverages – beers
Beverages - wines
Beverages – spirits
Beverages – non-alcoholic
The Klamath – the ship of Dreams
Klamath – staff on top deck
Landor’s Museum of Packaging Antiquities
A “Gathering of Communicators”
Walter Landor – Welcome aboardChristening – September 11, 1964
Klamath and the San Francisco skyline
Landor’s new projects - airlines
Financial
Packaged goods
Packaged foods
Packaged foods
Packaged foods
Transportation
Branding
Branding
Branding
Cotton – Draft Cotton – Final
Branding
Walter Landor
“A Product is Made in the Factory,
a Brand is Built in the Mind.”