ABSTRACT
In 1907, AEG appointed Peter Behrens to be, what at the time was called, an ‘Artistic Consultant’. His job turned out to be the first corporate engagement in the conscious management of identity. Peter Behrens’s philosophy was simple – the products, design and communication should express one unified identity. To accomplish this, he created products, logos, advertising material and company publications with a consistent, unified design. This unified design and visual expression of identity made Peter Behrens and AEG the founders of the rationale behind the corporate identity concept and corporate identity management programmes in practice.
