Corporations and brands go international

The power of brand marketing drove companies to extend their reach into new markets outside the U.S. Meanwhile, corporate identity was evolving into a potent tool for building brand awareness–increasingly in a global context as companies began expanding internationally. Transcending visual style and graphic coordination, corporate identity now encompassed the entire system by which a company employed its name, logotype, trademarks, advertising and images—in plants and facilities located in every corner of the world.