CORPORATE IDENTITY AND VISUAL SYSTEMS
In the years after WWII "Good design is good business" was a major theme in graphic design. Giovanni Pintori was a designer at Olivetti, his designs were simple yet able to convey complex technology. Frank Stanton and William Golden at CBS created a successful corporate identity that remains today. Golden also believed that the main function of design was accurate communication. Saul Bass was another important corporate designer, he "believes a trademark must be readily understood yet possess elements of metaphor and ambiguity that will attract the viewer again and again." By the end of the 1960s design systems had been adopted by most large corporations, these systems were also important for World's Fairs and the Olympics.