Product Design: In Quest for Product Identity, Identity

In the West, Design, Branding and Strategy of the company have been partners for a long time. These are pivotal points for the company’s existence in the today’s world. Nevertheless, not until recently, a mutual interest between Design and Branding in Russia was, rather, superficial and limited. Only now Branding in Russia is gradually changing its attitude towards Design and begins to see in it not only a business partner, but also a resource of companies’ strategic development. A request of a popular Identity magazine specializing on the issues of branding and graphic design to one of the leaders of the Russian market of product design SmirnovDesign to write a special article is one of such signs of positive changes in relationships between Branding and Design in Russia.

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