Walter Landor was a pioneer in the field of branding and packaging design. He founded the branding firm Landor Associates in 1941. Landor recognized that with the rise of self-service grocery stores, packaging took on a new importance as it now had to attract customers' attention on shelves. Landor advocated for creative and consumer-focused branding approaches, utilizing techniques like focus groups and interviews. His work helped many companies design successful packaging and build their brands in the minds of consumers.

1. Brand by Design - Walter Landor Presented May 5, 2006 at the National Museum of American History Modified February 8, 2009

2. Augsburg Synagogue – interior Designed by Fritz Landauer – his father

3. Walter’s arrival to the U.S. with the British Pavilion at the 1939 NY World’s Fair

4. Walter and Jo Martinelli Landor

6. 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

7. Early Branded Ads Kellogg’s Corn Flakes Uneeda Biscuits Quaker Oats Smith Brothers’ Cough Drops “Trade” and “Mark”

8. Getting Started – the 1940s

10. Walter Landor at the supermarket

11. A post-shopping interview

12. Focus group reviews

13. Getting Ready – the 1950s

14. Beverages – beers

15. Beverages - wines

16. Beverages – spirits

17. Beverages – non-alcoholic

18. The Klamath – the ship of Dreams

19. Klamath – staff on top deck

20. Landor’s Museum of Packaging Antiquities

21. A “Gathering of Communicators”

22. Walter Landor – Welcome aboard Christening – September 11, 1964

23. Klamath and the San Francisco skyline

24. Landor’s new projects - airlines

25. Financial

26. Packaged goods

27. Packaged foods

28. Packaged foods

29. Packaged foods

30. Transportation

31. Branding

32. Branding

33. Branding Cotton – Draft Cotton – Final

34. Branding

35. Walter Landor “ A Product is Made in the Factory, a Brand is Built in the Mind .”