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

“ 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

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 aboard Christening – 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 .”