Keeping one step ahead of the pack

Abstract

Michael Wolff has been one of the most influential and controversial brand designers in the engineering and technology sector. He tells E& E&T how he's managed to keep all his branding irons in the fire. He created new identities for both Audi and Volkswagen. He came up with 3i's name, and played a pivotal role in the original stages of the greening of BP. He's come up with designs for Sky, BT, Citigroup, the tailfin for BA, Orange, as well as the first high-speed train in Spain. In short, Michael Wolff is an icon in the world of industrial identity, branding and design.