Walter Landor
Encyclopedia
Walter Landor born Walter Landauer in 1913 in Munich, Germany, was a brand design legend and the founder of Landor Associates. He was an acclaimed designer and a pioneer of branding and consumer research techniques widely used to this day. Landor Associates
, the company he founded in 1941, has offices around the world and enjoys a significant reputation for rigorous strategic thinking coupled with groundbreaking creativity.
"Products are made in the factory, but brands are created in the mind," Walter Landor memorably stated. He had a particular gift for creating designs with broad popular appeal, such as the Coca-Cola script. Brands as diverse as General Electric, Japan Airlines, Levi Strauss, and Shell Oil all benefited from his vision and commitment.
and Werkbund design movements, as well as by his architect father. Following his studies at the University of London's Goldsmiths College, the 23-year-old Landor became the youngest Fellow of the Royal Society of Arts.
In 1939 Landor traveled to the United States as part of the design team for the British Pavilion at the New York World's Fair. He continued west to San Francisco and quickly decided to settle there. "For me it was a city that looked out on the whole world, a city built on the cultural traditions of east and west," he later said. "How could I live anywhere else?"
His work included brands like Del Monte
, Marlboro, Fujifilm
, Tab
and Bank of America
. He also designed the corporate identities for many airlines, including Alitalia
, British Airways
, Japan Airlines, Delta Air Lines
, Cathay Pacific Airways, and Singapore Airlines
.
In 1994 the Smithsonian Institution honored Walter Landor by establishing a permanent collection of his designs and packaging. Landor died in 1995 at the age of 81, but his work is carried on by the company that bears his name.
History and further information
Features on Walter Landor
Obituaries
Landor Associates
Landor Associates is a San Francisco-based brand and creative design consultancy. Founded by Walter Landor and his wife Josephine in 1941, Landor pioneered many of the research, design and consulting methodologies that are now standard in the branding industry.-Operations:Landor offers brand...
, the company he founded in 1941, has offices around the world and enjoys a significant reputation for rigorous strategic thinking coupled with groundbreaking creativity.
"Products are made in the factory, but brands are created in the mind," Walter Landor memorably stated. He had a particular gift for creating designs with broad popular appeal, such as the Coca-Cola script. Brands as diverse as General Electric, Japan Airlines, Levi Strauss, and Shell Oil all benefited from his vision and commitment.
Early years
In early life Landor's aesthetic sense was influenced by the BauhausBauhaus
', commonly known simply as Bauhaus, was a school in Germany that combined crafts and the fine arts, and was famous for the approach to design that it publicized and taught. It operated from 1919 to 1933. At that time the German term stood for "School of Building".The Bauhaus school was founded by...
and Werkbund design movements, as well as by his architect father. Following his studies at the University of London's Goldsmiths College, the 23-year-old Landor became the youngest Fellow of the Royal Society of Arts.
In 1939 Landor traveled to the United States as part of the design team for the British Pavilion at the New York World's Fair. He continued west to San Francisco and quickly decided to settle there. "For me it was a city that looked out on the whole world, a city built on the cultural traditions of east and west," he later said. "How could I live anywhere else?"
Landor Associates
Landor and his wife, Josephine, launched a design firm in their small flat, working from the living room table. Passionate about his work, he succeeded in attracting clients from a wide variety of fields, adding staff and relocating to larger offices as the need grew. In a move characteristic of his ebullient personality and original business style, Landor bought a retired ferryboat, the Klamath, in 1964 and turned it into his company's corporate headquarters.His work included brands like Del Monte
Del Monte Foods
Del Monte Foods is an American food production and distribution company headquartered in San Francisco, California. Del Monte Foods is one of the country's largest producers, distributors and marketers of branded food and pet products for the U.S. retail market, generating approximately $3.6...
, Marlboro, Fujifilm
Fujifilm
is a multinational photography and imaging company headquartered in Tokyo, Japan.Fujifilm's principal activities are the development, production, sale and servicing of color photographic film, digital cameras, photofinishing equipment, color paper, photofinishing chemicals, medical imaging...
, Tab
Tab (soft drink)
Tab, stylized as TaB, is a diet cola soft drink produced by the Coca-Cola Company, first introduced in 1963. The soda was created by Coca Cola after the successful sales and marketing of Diet Rite cola, owned by The Royal Crown Company; previously, Diet Rite had been the only sugarless soda on the...
and Bank of America
Bank of America
Bank of America Corporation, an American multinational banking and financial services corporation, is the second largest bank holding company in the United States by assets, and the fourth largest bank in the U.S. by market capitalization. The bank is headquartered in Charlotte, North Carolina...
. He also designed the corporate identities for many airlines, including Alitalia
Alitalia
Alitalia - Linee Aeree Italiane S.p.A. , in its later stages known as Alitalia - Linee Aeree Italiane S.p.A. in Extraordinary Administration, was the former Italian flag carrier...
, British Airways
British Airways
British Airways is the flag carrier airline of the United Kingdom, based in Waterside, near its main hub at London Heathrow Airport. British Airways is the largest airline in the UK based on fleet size, international flights and international destinations...
, Japan Airlines, Delta Air Lines
Delta Air Lines
Delta Air Lines, Inc. is a major airline based in the United States and headquartered in Atlanta, Georgia. The airline operates an extensive domestic and international network serving all continents except Antarctica. Delta and its subsidiaries operate over 4,000 flights every day...
, Cathay Pacific Airways, and Singapore Airlines
Singapore Airlines
Singapore Airlines Limited is the flag carrier airline of Singapore. Singapore Airlines operates a hub at Changi Airport and has a strong presence in the Southeast Asia, East Asia, South Asia, and "Kangaroo Route" markets...
.
In 1994 the Smithsonian Institution honored Walter Landor by establishing a permanent collection of his designs and packaging. Landor died in 1995 at the age of 81, but his work is carried on by the company that bears his name.
External links
Videos- The Decanter film by Walter Landor and Associates (video, 1960s)
- Interview with Walter Landor (video, 1977)
History and further information
- Landor Associates website
- History of Walter Landor (Landor Associates)
- Historical timeline from 1997 Landor Associates website, posted by a former employee of Landor Associates, on his Wilcox Designs corporate website
Features on Walter Landor
- Landor: Medalists: Inspiration: AIGA
- Walter Landor | In the spotlight | Area of Design
- Designers Signature: Walter Landor
Obituaries