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The Potential, Power, and Challenges of Identity in Digital Communications: A Case Study of Microsoft Info Source
Author(s) -
Carlson Dale
Publication year - 1996
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1996.tb00468.x
Subject(s) - identity (music) , key (lock) , software , computer science , world wide web , microsoft office , interface (matter) , product (mathematics) , service (business) , service provider , power (physics) , business , computer security , operating system , marketing , art , physics , geometry , mathematics , bubble , maximum bubble pressure method , aesthetics , quantum mechanics
THE STRATEGY WAS to enrich Microsoft's identity by amplifying it within an important support product—a database of hardware, software, and service providers aligned with Microsoft. Figuring out how to navigate through over 4,000 entries was one problem. For Dale Carlson and his group, however, the central concern was how to develop a graphic interface that clearly presented the information and information pathways while simultaneously reinforcing Microsoft's identity and key corporate messages.