Branding the 20th century totalitarian state

A few months ago, while browsing the book shop in Vienna’s Museum quarter, I came across one of the more interesting books on Branding I’ve seen for a while: Iron Fists: Branding the 20th Century Totalitarian State, by Steven Heller.

In the book, the author analyzes the branding of Nazi Germany, Fascist Italy, the Soviet Union under Lenin and Stalin, and Mao’s China and how these regimes used visual language to help them hold their grip on their respective subjects.

Heller uses the language of modern corporate branding to draw comparisons with spine chilling results. Jingles, slogans, fonts, color schemes and logos – all were part of a detailed strategy to put a pretty face on a grisly product. And to inspire brand loyalty.