Overview

Branding really does matter in a competitive world - as Ken Cato AO, one of the world's leading branding experts, highlights in his illuminating new book, Recognise Me. Cato shows why brand identification should be the paramount goal of any enterprising firm, and how brand design is the ultimate factor that drives an enterprise towards recognition. He features very many examples of brand design and use to demonstrate the world's best practices in branding. And throughout he offers his own insights and those of leading personalities in business, the arts and the community.

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9780895381293

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In 1970 Ken Cato established Cato Brand Partners in Melbourne, Australia. With Ken still at the helm and offices in 16 international locations Cato has worked in over 110 countries. Ken’s work has afforded him immense global acclaim and as such he and his team have been recognised with many international awards too numerous to list. Other notable honours include being recognised as an Officer of the Order of Australia (AO) in 2013 for distinguished service to the graphic design profession, as well as being bestowed Hall of Fame status with ICOGRADA, The Premiers Design Awards, AGDA and The Design Institute of Australia. Ken also received honorary doctorates from Swinburne University and The University of the Sunshine Coast whilst becoming an Honorary Fellow of Monash University. Ken holds professor status at De Tao University and adjunct professor at The University of the Sunshine Coast. Ken’s passion for design extends beyond that of Cato Brand Partners; in 1991 he established the world’s largest student design conference. Originating in Melbourne it now has substantial presence in China. A regular speaker at both design and business conferences, Ken has presented in over 30 countries and is an acclaimed author of over 20 books about design and business. Ken has been connected to design education for almost the entirety of his career. He is an Adjunct Professor at the University of Sunshine Coast and has lectured and run short courses at leading universities in Australia, New Zealand, Taiwan, South Africa, the United States and Mexico. Tony Spaeth’s contributions to the emerging field of Corporate Identity began in 1964. He was a firm believer in the use of design as a corporate leadership tool, integrating the social ingenuity of corporations and the graphic arts in the process of naming and design. Since 1990, as an independent voice, he mentored many in the next generation of designers and identity consultants. Tony collaborated internationally, and was invited to speak at conferences in Brazil, Canada, the Czech Republic, Romania and Russia. He shared his expertise as a contributing author to “Across the Board”, gave generously of his concepts and strategy tools through his website for Identityworks and through the Corporate Brand Matrix. With degrees in architecture (Princeton ‘55) and an MBA (Harvard ‘63), Tony remained active in alumni public service initiatives. As an advisor to Princeton Project ‘55 and a founding director and secretary of Partners of ’63, he contributed to a new paradigm in alumni mobilization and civic engagement.

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