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‘New Super Identity’ examines brands and their designers that are at the forefront of the new paradigm and reactive to local and cultural needs, as they experiment with new memes and challenge their competitors to do likewise. Covering traditional vehicles for identity such as Illustration, logo, packaging, product, promotional and retail design, as well as the nature of branding on mobile platforms, this title is a comprehensive resource. Over 70 brand stories are featured, including Adidas, Beams, Diesel, Kiehls, Levi’s, Miu Miu, Prada and Yves Saint Laurent.