Branding Fiction Ness Squares with Sides and Corners

Squares with Sides and Corners Torn Off begins with a set of fifteen thumbnail sketches of torn square shapes

Design is ubiquitous in Amsterdam

à la voix

culturels et de représentation

Branding Fiction Ness Squares with Sides and CornersBranding Fiction started with a simple question: why do some names and logos feel like theyve always been here, even when they never were? We call them fictional brands, and theyre more than an uncanny twinge: they borrow the grammar of real branding so well our brains fill in the shelf space. Inside the book, Lorenzo Bernini maps how these invented labels work: the cues that trigger recognition, the ways they become folklore, and what they reveal